After days of rumor-chasing and breathless anticipation, Amazon unveiled its new smartphone. Called the Amazon Fire Phone, it’s got some pretty cool features. And as expected, it is first and foremost a “buyPhone.” It takes shopping to a whole new level here.

Given how much Amazon stands to gain by getting this phone in our hands, the price is head-scratchingly high. At $199, it’s competitive. But it’s not an offer we can’t refuse.

Watch the full video HERE.