After producing a long line of e-book readers and tablets (not to mention a set-top box), Amazon has its sights set on the smartphone market. But finding success here won't be easy, even for an established tech giant like Amazon. With the Fire phone, the online retailer is coming in as an unproven underdog, hoping to bring iPhone and Android users into its fold. CEO Jeff Bezos says the only way to do that is to differentiate; to wow potential buyers with new features they didn't even realize they needed. These unique offerings include 3D head-tracking, product scanning and fast help from customer service agents.