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The Amazon Fire Phone is majorly flawed and will not gain strong traction, but Amazon will still benefit from it as a potential retail-store killer. The Fire Phone, like the Kindle, is a step in the right direction and it will continue to improve and become cheaper in future iterations. Amazon’s business is not dependent upon the immediate success of the Fire Phone, and it will most likely thrive either way. I Know First’s algorithm predicts a drop in the near future (1 month), but is bullish in the longer term (3 month, 1 year).