Breaking into the smartphone market for companies that have not previously offered this sort of product can be difficult given the stranglehold that the likes of Apple, Samsung, Sony and HTC have.
However, it seems like one of the biggest retailers in the world may have come up with a way to find itself a niche that would set it apart from these other tech firms, giving it a real chance of success, if the rumours we're hearing are true.
While the likes of Samsung and Sony are locked in a battle to win the race to get out the first smartphone with a quad-HD display – one which Samsung looks set to win with the Samsung Galaxy F – Amazon has gone for a totally new approach to the smartphone screen.
The online retailer is rumoured to be working at getting a 3D phone to the market this year for the first time. It will be Amazon's first attempt at building a smartphone, and comes after it has broken into other tech sectors with its Kindle e-reader and Kindle Fire range of tablets.
But with nothing official released yet from the firm about its plans for a smartphone, what are the latest predictions from the world of tech? We take a look at the latest rumours and leaks.
According to "people briefed on the company's plans", who have been talking to the Wall Street Journal, the company plans to make its first announcement about the release of a phone this June.
It has apparently been allowing developers the chance to have a look at the phone already, which could mean giving them a head start on working on apps and other features specifically created for the handset.
While it plans to reveal the phone in June though, sources have said that it will not ship until September, which is likely to mean taking on the might of Apple in its own back yard when the iPhone 6 is released. The two giants locking horns will certainly be fascinating to watch.
Features and design
The trick that Amazon has up its sleeve with this phone is apparently going to be the 3D screen, which sets it aside from all other devices. The main selling point will be that the 3D display will be viewable and fully functional without the need for glasses.
First pictures of the phone have also apparently been leaked by BGR, which said it has a 4.7-inch screen and a whopping five front-facing cameras for facial recognition and 3D effects, although at the moment this leak should still be taken with a pinch of proverbial salt.
Elsewhere, rumours are that inside the Amazon phone, codenamed Duke, will have a Qualcomm Snapdragon processor and 2GB of RAM, while it is likely to run off Google's Android operating system, the same as the Kindle Fire range.
It's too early to tell just how much of this will come true, but with the phone allegedly being pitched at a far lower price than the competition, it could well be the case that we see a new superpower emerge in the smartphone market in the second half of 2014.