Amazon admits it got Fire smartphone pricing wrong at launch

The Amazon Fire phone launched in July, but was a complete dud, with the company admitting it got pricing wrong.

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The Amazon Fire smartphone was launched in July, and while it received a tremendous amount of hype, the phone fell completely flat. Amazon suffered a $170 million hit, mainly due to the Fire phone and associated supplier hardware costs, with the company also holding on to a whopping $83 million in unsold Fire units.

Amazon admits it got Fire smartphone pricing wrong at launch |

The 32GB model launched at $199, while the 64GB model originally cost $299 - typical pricing for new smartphone launches - but the company, which is well known for offering consumers cost-friendly prices, decided not to undercut Samsung, Apple, and other smartphone rivals.

Here is what David Limp, Amazon SVP of devices, recently noted in an interview: "I think people come to expect a great value, and we sort of mismatched expectations. We thought we had it right. But we're also willing to say, 'we missed.' And so we corrected."

This was a brutal learning experience for Amazon, though updates resolved poor battery apps, overheating and other problems, but sales still struggled. The company has learned from its mistakes and hopes to continue pushing forward, but the smartphone market is extremely competitive.


An experienced tech journalist and marketing specialist, Michael joins TweakTown to cover everything from cars & electric vehicles to solar and green energy topics. A former Staff Writer at DailyTech, Michael is now the Cars & Electric Vehicles News Reporter and will contribute news stories on a daily basis. In addition to contributing here, Michael also runs his own tech blog,, while he looks to remain busy in the tech world.

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