Amazon’s first Fire Phone TV ad is all about the Prime, not the device

Smartphone makers choose to advertise their devices in different ways. Some focus on a phone’s main features, others take hits at competitors, and some choose a different path. Amazon is such an example, with the company’s first Fire Phone ad being more about one of Amazon’s core products rather than the device itself.

The short 30-second Fire Phone ad tells the story of two kids using Amazon’s phone for just one purpose, and that’s accessing Prime content. Instead of highlighting some of the interesting features of the handset, Amazon has chosen to further plug the Prime benefits that come with a Fire Phone purchase – customers who buy the device will get a free year of Amazon Prime, a $99 per year subscription service that offers access to plenty of digital content and comes with free two-day shipping for goods purchased on Amazon.

The Fire Phone has some interesting features, including its Firefly advanced recognition system that allows it to recognize all sorts of products, which can then be ordered on Amazon, and the dynamic perspective feature that offers users a new way of enjoying content, all possible thanks to a new camera system. But the ad won’t tell you anything about these particular features.

The phone will be available exclusively from AT&T, or directly from Amazon, starting with July 25.

Amazon’s first Fire Phone TV commercial follows below.