There's nothing new about rumours that Amazon might make a smartphone - they already make their own line of successful tablets, so it wouldn't be a massive conceptual leap for them to release a smaller handset.
But if reports from the Wall Street Journal and TechCrunch are to be believed, one might be coming sooner than we expected.
Oh, and it's going to be 3D.
Techcrunch reports that the Amazon phone will come in two variants - an inexpensive Android phone, and a high-end version ('Smith') with eye-tracking 3D technology and a unique user interface.
Elements of the news were originally leaked in the Journal earlier this year, but the Techcrunch report is based on a posting on Hacker News which claimed the phone was originally planned to have launched by autumn 2013 but was delayed in part by staff departures.
The post said:
"There are 2 versions, a cheap one that's being released by the end of the year with a basic software similar to the Kindle Fire software. The other version will be more expensive and feature a 3D UI but won't be released until at least next year. The screen itself is not 3D, but the front of the phone has 4 cameras placed on each corner of the phone, this is to track the user's eyes/head and move the UI to give the impression of 3D.
Similar to what iOS 7 is achieving simply by using the phone's accelerometer. The advantage being that it's not based on how the phone moves, but how the head moves.
They wanted to have it launched already but had difficulties with both software and hardware, and then lots of key players left the company - a common problem at Amazon is retention, having the lowest record of any tech company."
As far as anyone in the media is able to report, the devices are still a way off from being released. But it's an intriguing glimpse at a product which has always assumed to have been in development, but which might turn out to be more interesting than we had a right to expect.
With the same ultra-clear Retina display as the iPhone 5, but now with an <a href="http://www.huffingtonpost.co.uk/2013/09/10/iphone-5s-uk-pictures-release-date_n_3898775.html?1378818683&utm_hp_ref=uk-tech" target="_blank">added fingerprint sensor</a>, a seriously impressive 64-bit A7 chip, an improved camera and a new gold design option, this is the best iPhone ever made. And with its consistent market-leading app selection, easy-to-use OS and delightful design, it's hard to argue against it being one of the very best gadgets ever made too.
Google LG Nexus 5
The new Nexus 5 is based on the internals of the LG G2 - which means you get the same Snapdragon 800 processor, as well as the full version of Google's new Android 4.4 KitKat OS, which integrates SMS messages into Hangouts, freshens up the design and adds new features under the hood. The camera is still a little lacking, while the design is functional rather than beautiful, but at £299 off contract it's still a steal.
Samsung Galaxy Note III
The Note III is huge. It's got a 5.7-inch screen, though with the same 1080P resolution as the Note II. It adds a new leather back panel, which gives it an 'office' feel in line with the productivity-plus-stylus theme of the device. It also adds a Snapdragon 8000 quad-core processor, some new software enhancements and a few new S-Pen functions into the mix. If you're looking for a giant note-taking phone, this is still your best bet.
The 5C was rumoured to be Apple's 'budget' iPhone. It isn't - and not only because it isn't that cheap. The "proudly plastic" 5C comes in five colours (see what they did there) <a href="http://www.huffingtonpost.co.uk/2013/09/10/iphone-5c-uk-pictures-release-date_n_3899557.html?utm_hp_ref=uk-tech" target="_blank">but has the same internals, screen and camera as the iPhone 5.</a> It's essentially the same beautiful, high-end phone you already know and love, in a more colourful (and potentially divisive) design. As such it's hard to see how Apple won't sell a billion of them.
Samsung Galaxy S4
Though the S4 i<a href="http://www.huffingtonpost.co.uk/2013/04/24/samsung-galaxy-s4-review-_n_3145186.html?utm_hp_ref=uk-tech" target="_blank">s in some ways an evolutionary upgrade over its wildly successful S3</a>, it's an extremely attractive, lightweight and high quality phone with a 5-inch HD screen, the fastest processor ever seen in a phone and <a href="http://gdgt.com/samsung/galaxy/s/4/" target="_blank">some interesting new features</a>, including a measure of 'eye tracking' controls and gestures that don't require you to touch the screen.
The HTC One is probably the most beautiful smartphone on the market - and is also the most intelligently designed. With twin, front-facing speakers it's the best choice for watching movies, and its 4MP 'Ultra Pixel' camera punches above its meagre pixel-count suggests.
Sony Xperia Z1
Sony's new flagship smartphone is an evolutionary development of the also-excellent Z. It keeps the same screen, the waterproof design and the nicely-tweaked version of Android, while upping the processor performance, improving the camera and smoothing out the rough (or rather sharp) edges of the Z's blocky design.
Nokia Lumia 925
<a href="http://gdgt.com/nokia/lumia/920/" target="_blank">The Nokia Lumia 925</a> has the same great design and attention to detail we've come to expect from Nokia, but with some crucial upgrades from the 920 including a thinner, all-metal design and an improved camera.
The LG G2 is an extremely high-end 5-inch, 1080p Android 4.2.2 smartphone whose major distinguishing feature is that it has three buttons on the back of the device, which are normally found on the sides. The G2 has its camera button and volume rocker on the rear, which for many people is enough to justify the purchase alone. It also has excellent battery life for this class of device.