I think making firefly part of the Amazon app, or even as a standalone app, would have more effectively accomplished their "impulse buying" task. Asking people

I think making firefly part of the Amazon app, or even as a standalone app, would have more effectively accomplished their "impulse buying" task. Asking people to switch to a phone with inferior app selection and a clunky UI in order to be immersed in the Amazon experience seems a bit short sighted to me. High end specs have become a commodity, the top priority the average user has when buying a smartphone is whether it has the apps they use. Try convincing a friend of yours to switch to Windows Phone, and the first thing they'll ask is "does it have x+y apps?" Ecosystem is everything.