Amazon’s Chief Exec, Jeff Bezos, has sent smoke signals into the smartphone market with the launch of its new Fire smartphone. The device will be available before the end of June in the US, will cost $199 and will be on AT&T. The Fire will come pre-installed with the Firefly app which identifies over 100 million items, ranging from telephone numbers, songs, artwork to retail products, and is set to revolutionise the retail industry.

Amazon offers up public analytic services