I think the missing piece of discussion here is what's alluded to in the article: Amazon, or at least a critical mass of decision makers at Amazon, want to beco

I think the missing piece of discussion here is what's alluded to in the article: Amazon, or at least a critical mass of decision makers at Amazon, want to become aspirational. It really is in the same category of Costco or Walmart, but they constantly wish they could go higher end for higher margins. The Fire Phone is a demonstration of what happens when these two worlds collide. It is a box shifter's definition of a high end phone. I admire Amazon a lot, but this one was a misfire.