After years of speculation, Amazon finally announced the Fire Phone in June 2014, featuring stereoscopic glasses-free 3D. Its biggest talking point was Firefly – a visual and audio 'Shazam' that lets you buy whatever you scan directly from Amazon. But do people really want this?

With the spread of technology, companies are exploring the ways household chores can be made more bearable. Amazon is appealing to grocery-hating mothers everywhere with Amazon Dash – the kitchen assistant intended to do for the shopping list what Kindle did for the e-book.

Personalised subscription services are big business. From Spotify for music to Birchbox for beauty, people expect brands to really 'know' them. Amazon has launched a subscription service that aims to do the same thing for books. Kindle Unlimited will cost $10 a month.

No stranger to innovation, Amazon has announced its debut onto the smartphone market. The Fire Phone undercuts Apple's iPhone considerably, and offers the best of Amazon's online services in the palm of your hand. But will it be able to compete in such an oversaturated market?