Amazon's recent launch of its first smartphone has its rivals on the watch, wondering whether they can compete with a device that is capturing much media attention due to its innovative features that push it into the forefront of smartphone technology. With its 3D capabilities, the Amazon Fire 3D can also recognize music, QR codes, as well as movies, TV shows, phone numbers, email addresses and all of Amazon's millions of products that the company sells on its website.

But the question now for many is whether the new phone by Amazon will capture the general public's attention and be a market success. Only a week after its launch, users are already beginning to line up to get their hands on what some analysts say is a revolutionary smartphone that will push the sector in new directions.

Amazon CEO Jeff Bezos believes in the Fire smartphone and has said it is optimized for one hand usage, even with its bigger monitor than other models on the market, and with its rubber frame should help avoid those unexpected breaks and cracks that come with the traditional smartphones, which require purchasing protective cases to ensure that doesn't happen.

The phone is equipped with Dolby speakers which should deliver amazing sound in the surround model for when watching films, television shows or other videos on the device.

Amazon has also said that "more than 200,000 videos, including exclusives" will be made available to Fire users through their instant video service.

One of the features that has captured much attention is the new Firefly program that gives users the ability to search and find products on Amazon through the simple push of a button.

"The Firefly button lets you identify printed web and email addresses, phone numbers, QR and bar codes, artwork, and over 100 million items, including songs, movies, TV shows, and products-and take action in seconds," says CEO Jeff Bezos in a statement.

Unfortunately for many, the new Fire 3D is only currently available on AT&T accounts, and is priced at $199 with a contract, putting it in the same market level as the iPhone or Samsung Galaxy S5.

The phone will be officially launched to the general public on July 25, but with the media attention already in full swing, analysts and observers expect the new smartphone to do well and capture a solid percentage of the market almost immediately.