Amazon is set to launch itself into a whole new market on 18 June, with the launch of the Amazon Phone, or Amazon Kindle Phone if you're being really pedantic.
But with so many major smartphone manufacturers already fighting it out what can Amazon offer that say the Samsung Galaxy S5 can't?
Here's our best guess as to what's in store for the announcement, which starts Wednesday at 6.30pm.
Unique Features? Well if rumours are to be believed (as they so often are) then it looks like Amazon will be launching the first truly 3D smartphone.
Why do we think that? Well if you check out what the uber-tech experts over at TechRadar have you'll find that not only have images of the Amazon Phone already appeared but that those images show a phone with multiple cameras.
What does that mean? Well much in the same way that the Xbox Kinect tracks your body, the Amazon Phone would use multiple cameras to track your face, adjusting the display to match giving you what Amazon hopes, will be the first ultra-realistic and nausea-free 3D experience.
What are the specs? Pretty strong, with 2GB of RAM making sure you can whizz through apps quickly whilst reports suggest the 4.7-inch display will be 720p. Now whilst that may sound like a step down the likely reason is the 3D tech and actually, when you think about it, there are plenty of 720p phones out there with better looking displays than some of the big flagship phones.
What about the OS? Amazon's Phone also looks set to feature an all new operating system based on Google Android. Yes it'll probably still feature the same closed-off approach that you'll find on the Kindle Fire but according to sources close to Amazon it'll be a bespoke UI specifically designed for the 3D interface.
Don't believe us? Well check out Amazon's own preview trailer which at first glance might look like a bunch of people looking at their genitals but is more likely a bunch of people being amazed by Amazon's new 3D Kindle phone.
See? Whilst at first it does seem creepy, the fact is from a process of elimination it quite simply has to be about the phone.
Will it be expensive? Probably not, and the reason we know that is because just look at every other Kindle product out there.
Amazon has made its money by massively undercutting the competition on hardware and then making it all back on software once the consumer starts using it. It seems highly unlikely that Amazon would start changing that model now.
Don't expect it to be bargain bucket cheap though, with a bespoke 3D interface and more cameras than a Cannes red carpet the Amazon Phone could cost as much as a mid-range to high-end handset.
And finally... will it be released in the UK at the same time as the US? All signs point to... no. Alas. We'll let you know if we hear anything different, though...