Glass back is super slippery and attracts fingerprints.

Glass back is super slippery and attracts fingerprints.

The Amazon Fire Phone was Amazon’s first attempt at an Android smartphone. Given the success of the Kindle Fire series of tablets, safe to say that many were expecting great things from Amazon, but unfortunately the phone failed to deliver. It had promising features but it just didn’t seem to take with consumers.

So does that mean that Amazon will be giving up and concentrating on tablets and e-readers instead? Well thankfully that does not appear to be the case. According to Amazon’s CEO Jeff Bezos, he suggested that Amazon will be continuing to churn out Fire Phones until they get it right.

This was mentioned during a Business Insider’s conference held in New York not too long ago where Bezos was quoted as saying it will take several iterations of the Fire Phone before he will be able to judge it properly. Bezos also wouldn’t refer to the phone as a failure but rather a process.

He also pointed out some of Amazon’s failures back in the day that cost the company billions. “None of those thing are fun. They also don’t matter. Companies that don’t continue to experiment, companies that don’t embrace failure, eventually get” desperate and “make a Hail Mary bet at the end of their corporate existence.” So what do you guys think? What does Amazon need to do to make future Fire Phones more attractive to customers?

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