“When Amazon.com CEO Jeff Bezos announced the new Fire Phone Wednesday afternoon, he left out an important fact about one of its coolest features,” Rocco Pendola writes for TheStreet.

“While there’s no question Firefly looks really cool, as far as I know Bezos neglected to mention that one of its niftiest features is hardly new at all. In fact, if you own an iPhone from Apple with recent iOS software and the Amazon shopping app installed, you can already scan an item — bar code or the actual item itself — and proceed to purchase it from Amazon,” Pendola writes. “All you have to do is use the ‘Flow’ feature.”

“Amazon built a feature into its, by the looks of it, excellent all-purpose, though shopping-centric Firefly app that’s been available on Apple’s iPhone only to tout that feature as a cornerstone of its ‘new’ Firefly app set to debut on Fire phone,” Pendola writes. “It makes me wonder if the Bezos strategy of knocking off hardware isn’t getting just a bit old.”

More info and screenshots in the full article here.

MacDailyNews Take: As Steve Jobs might say to Jeff Bezos if he were here today: Been there, done that – and far, far better, too.

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Amazon shows ‘Fire Phone’ with 4.7-inch 3-D display to court mobile shoppers – June 18, 2014
Analyst: Amazon smartphone no threat to Apple’s iPhone, but Android phone makers beware – June 17, 2014