Amazon’s New Smartphone Could Beat Apple and Samsung

@ MarketWatch

SAN FRANCISCO (MarketWatch) — If Amazon.com introduces a smartphone with 3D technology, it could send shudders through the industry’s biggest players — Apple and Samsung.

On Wednesday, Amazon AMZN +1.89%   notified reporters and customers on its website and via a YouTube video about an event during which it will launch of a “new device” at its Seattle headquarters on June 18. Quickly, speculation began that the company will launch its long-awaited smartphone.

But this is no ordinary device. In the last two months, reports have surfaced that Amazon is adding 3-D elements to its smartphone. The YouTube video Amazon posted may hint in that direction.

Amazon investors have reason for concern. Amazon is known, or perhaps infamous, on Wall Street for launching hardware products such as the Kindle electronic book reader at cost. So a launch in the cutthroat smartphone market could be a major annoyance for Amazon investors who have tired of the company’s lackadaisical stance toward profits, even if the hardware fuels more purchases on its ever-sprawling empire of goods.....

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....Bezos must be betting that all devices lead to his massive store, even if he has to give them away. That is probably the business model the company will pursue with smartphones too. Amazon shareholders will have to see whether they have the patience for more losses. 

Therese Poletti is a senior columnist for MarketWatch in San Francisco. Follow her on Twitter @tpoletti.