Amazon unveiled the Fire Phone at a special event in Seattle today. The phone will be available July 25th for $199 with a two year and for a limited time comes with 12 months of free Amazon Prime. If you are an existing Amazon Prime member, your membership will be extended by 12 months, essentially making the phone $100. The phone features several innovations including a dynamic parallax screen which tracks your head movement and adjusts the image to produce a 3D effect. 

The phone will be exclusive to AT&T and comes in 32GB and 64GB models. It features a 2.2GHz quad-core processor, 2 GB of RAM, and an Adreno 330 GPU which is slightly more powerful than the Adreno 320 GPU in the Fire TV. The phone also has a 4.7-inch 720p display, 13-megapixel rear camera, and dual stereo speakers.

While the hardware is impressive, it’s the services that really set it apart from the competition. Like Amazon’s tablets, the phone comes with X-Ray for second-screen functionality which lets you view additional information on what you’re watching with your Fire TV. Additionally, second-screen lets you fling content from the phone onto your Fire TV. There’s the same ASAP (Advanced Streaming and Prediction) on the phone as on the Fire TV which pre-loads content in the background to eliminate video buffering with Amazon Instant Video.

The Fire Phone also sports a new feature called Firefly. Via the camera, the phone can recognize books, DVDs, phone numbers, QR codes, CDs, URLs, games, bar codes, art, wine, and more. It recognizes over a hundred million items, including music playing.

Pre-orders start today, so you better hurry and put your order in to ensure you get the limited time offer that includes a year of Prime for free.