Just when retailers are making peace with e-commerce and embracing omnichannel retail, along comes Amazon.com to throw yet another salvo in the battle: its own smartphone that's designed to get users to buy more stuff on, you guessed it, Amazon.com.

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The Fire, Amazon's first smartphone, incorporates Firefly, a dedicated button that will identify web addresses, email addresses, bar codes, QR codes and even products from the camera – and then send to you to amazon.com to check the price if the company stocks it. Previous features such as Amazon Dash were similar but focused on groceries and home products, but Firefly extends recognition to even more products (100 million according to CEO Jeff Bezos). It also will give you information about the product, whether it's a cast in a video, the best food to pair with a wine, or more.

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