Amazon has long been rumoured to be working on a smartphone, and after its success with e-readers and tablets you can't blame it for looking for complete its hardware line-up.
The question remains, though, whether you'd actually buy one.
Well we might not have long to wait, either way. Rumours suggest the company is extremely close to unveiling the device, and now we have a good idea of what it will look like.
This render - a 3D drawing, not a photo - hit the web yesterday and is purportedly a close approximation of the final design floating around in Amazon HQ.
If true, it hits similar design notes to the Fire HD tablets, with black, stark lines and a utilitarian form factor. It looks destined to maintain the same balance of cost and functionality, presumably closely integrated with Amazon's stores.
It is also thought that the phone will have some unique software features, including a '3D' gesture based control system.