Amazon's new Fire Phone, which has just debuted, has a feature that sets it apart from other smartphones - the Firefly "scanner".
The scanner is a dancing screen of dots that can scan and store printed text and hear music melodies and take the user to the website where the song can be found - and purchased.
Of course, the Firefly sends users first to Amazon's own online store selling everything from books to toilet paper and groceries.
It can also scan a phone number and dial it, saving the user the hassle of keying in the information.
Jared Newman, in a review in PCWorld, called the Firefly scanner "almost magical".
A consumer survey published by Forbes magazine ahead of the debut showed Fire Phone ranked fourth among consumers thinking about buying a phone - after Apple iPhone, Samsung Galaxy and HTC One.
It was, however, preferred over the Nokia Lumia, Motorola Moto X or DROID, Google Nexus and Blackberry - "not too shabby for a device" that had yet to be available to the public, Forbes wrote.
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