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Online retailer Amazon unveils new Fire smartphone

Online retailer Amazon has unveiled its first smartphone, the Fire. The new device was announced by the company's CEO Jeff Bezos at an event in Seattle.

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Amazon's Fire phone 'could whip crown from Apple'

Online retailer Amazon is aiming to "whip the crown from Apple" with the launch of its first ever smartphone, the company's CEO has said.

Jeff Bezos unveiled the heavily-anticipated phone, which measures in at 4.7 inches and will retail for $200 (£120).

"It's time to whip the crown from Apple," he said as he showed off the mobile, which is the latest addition to the retailing giant's Fire-branded line of tablets and streaming devices.

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