Then again, it could be more about software and services than just hardware. They've offered a competent competitor to high end smartphones to be sure, but they

Then again, it could be more about software and services than just hardware. They've offered a competent competitor to high end smartphones to be sure, but they've also extended and bolstered the Amazon ecosystem with Firefly. I don't think it would share the same fate as Windows Phone, because it is still largely an Android phone and switching from samsung android to Fire won't be as costly. At the same time, it has some interesting features to compete with Apple as well. Windows Phone models never had that much differentiation, and on top of that. its metro UI was a big change for smartphone users that didn't gain traction.