It took Amazon four years to develop a smartphone, which was finally unveiled last month. But this isn’t just any piece of glass. Amazon’s new toy sports a number of neat features that immediately sets it apart from the competition—a dynamic perspective display, Mayday support, free unlimited storage and even a new service, dubbed Firefly, that gives users quick access to millions of items through—where else?—Amazon.

Equipped with a 4.7-inch 720p screen, 2.2GHz quad-core Snapdragon 800 processor, 2GB of RAM and an array of specialized cameras that gives the impressions of a 3D display, the Fire Phone is nothing if not unique. It doesn’t have the latest specs, the biggest display, or even the cheapest price (it’s $199 with a two-year contract through AT&T). But it promises an experience unlike anything else.

Other specs include Fire OS 3.5, a 13-megapixel camera with optical image stabilization, 32GB or 64GB storage options, dual stereo speakers, and a 2400mAh battery. But it isn’t just about specs, or even a wonky display that makes content appear in 3D. Amazon’s phone is also about services, including Amazon Prime, the revolutionary customer service feature, Mayday, and that Firefly app, which is a direct link to over 70 million products on Amazon.

Amazon is taking a big risk with its new phone but, to be fair, not everyone expected the company to be so successful with its tablet lineup. Now they’re some of the best you can buy. I’m not convinced Amazon can repeat that success. With the phone now in our hands, we’ll have to see if it lives up to Amazon’s hype.

Here’s a quick rundown of the pricing options for the 32GB Fire Phone: It will set you back $199.99 with a two-year contract, or $32.50 per month for 20 months with AT&T Next 12, $27.09 for 24 months with AT&T Next 18, or $649.99 without a contract. The 64GB model will cost you more.