"While JR has done an excellent job of analyzing the capabilities of this phone, there's also a bigger issue - will this set a precedent for big retailers, rather than releasing apps, to release entire phones? Will there be a Walmart phone? A General Motors phone? The premise may seem attractive to some companies - the best way to keep a user in your ecosystem is to provide the user with a phone that FORCES you to stay in your ecosystem. But if a technically savvy company like Amazon isn't able to create a compelling experience, I wonder if any other firm outside of the usual OS vendors will be able to do so." - John E. Bredehoft