The smartphone market stands to get even more crowded on Thursday, with Amazon's release of its new Fire smartphone. The Fire phone features a "dynamic perspective" that features a custom-designed sensor system that responds to the user's movement. Pages and menus can be viewed, items can be scrolled or maps can be navigated by tilting the phone. It also features Firefly technology, which is able to recognize phone numbers, films, movies, and music -- and then able to redirect the user to Amazon -- streamlining the shopping process. It retails from $200 with a two-year contract to as much as $749 for a 64GB model without a service plan.