Everyone’s talking about the new phone from Amazon and its new 3D features. Which are rather cool, such as the device itself. But for me the most important thing that Amazon launched, is their new shopping device. Yeap, this phone.

Firefly combines Amazon’s deep catalog of physical and digital content with multiple image, text and audio recognition technologies to quickly identify web and email addresses, phone numbers, QR and bar codes, plus over 100 million items, including movies, TV episodes, songs, and products. Simply press and hold the dedicated Firefly button to discover helpful information and take action in seconds.

This is the most interesting thing; an integrated way to do shopping, seamlessly with your Amazon account. Utterly this isn’t about Amazon taking a slice of iOS or even Android, but rather giving their customers a new device to deal with content and shopping. For me, Amazon is like the angry panda, disrupting the way people buy stuff.