Amazon Fire Phone: Love It Or Leave It?

Is the Fire Phone the ? With first smartphone from next great mobile device Amazon.com set to launch on July 25, we took this question to one of the most important components of the buying equation, consumers.

At first blush, reaction to the new device seems a little so-so with about three in ten (29.8%) affirming that the new device is 'hot' in our July 'Hot or Not?' feature. Comparatively, the rumored Apple iPhone 6 and relative newcomer Samsung Galaxy S5 garner higher temperatures with 50.4% and 55.6%, respectively. Among Amazon Prime members specifically, the Fire Phone gains a little heat (41.9%). However, these shoppers also seemed to place the Fire Phone on the back burner when compared to the Galaxy S5 (61.3%) and the iPhone 6 (58.5%).

Though our 'Hot or Not?' gauge is great for a bird's-eye view, by examining those in the immediate market for a new device, we can fly a little closer to the Fire Phone's potential flames. Among those planning to buy a smartphone in the next three months (July, August, or September), Amazon's Fire Phone ranks fourth in shoppers' consideration sets (with 11.8% pondering a purchase), behind the Apple iPhone (45.5%), Samsung Galaxy (40.8%), and HTC One (12.5%). So while it doesn't seem that Amazon's efforts will disrupt the Apple/Samsung dominance of the smartphone market quite yet, consumers are already giving more credence to this device compared to other category players, including the Nokia Lumia (9.1%), Motorola Moto X or DROID (8.6%), Google Nexus (7.9%), and BlackBerry 10 (5.7%) devices...not too shabby for a device that has yet to be made available to the public.

Not surprisingly, the Fire Phone gains more traction among Amazon Prime members planning to buy a smartphone in Q3 2014. Here, the Fire Phone's weight nearly doubles in these shoppers' consideration sets (21.9%), though it still trails the iPhone (45.1%) and Galaxy (31.7%) devices.

An interesting coup for Amazon, though, is the audience that its Fire Phone is attracting. Three out of five (59.5%) of those considering a Fire Phone purchase during Q3 2014 are 18 to 34 year old age bracket - that highly-sought-after, not-easily-won Millennial group. Among those considering an iPhone or Galaxy purchase in the near term, fewer fall into that younger age bracket, at 51.9% and 40.7% respectively. The Fire Phone is also attracting a fairly affluent demographic as well; the average income of its potential purchasers is about $70K/year, landing between those considering an iPhone ($77K/year) or a Galaxy ($63K/year). Additionally, 64.8% of consumers considering the Fire Phone indicate that they are already Amazon Prime members, so it appears that the online giant's smartphone launch is positioned to strengthen its with these customers. loyalty ties

While in the short term it doesn't appear that Amazon will dismantle the Apple/Samsung smartphone dynasties, consumer interest certainly seems piqued by the Fire Phone launch. Stay tuned; we'll definitely be watching.