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Amazon drops the price of the Fire Phone to £99, again

Matt Brian, @m4tt
05.15.15
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Remember Amazon's Fire Phone? It hasn't even celebrated its first birthday yet but you'd be forgiven for never giving the retailer's first smartphone a second thought. In a bid to rectify the device's original sky-high pricing, the company took a hit and dropped the cost of the Fire Phone to £99 back in January. Now it's back. For the next week, you'll be able to pick up the 32GB model for under a ton, with the 64GB version setting you back £179. For some reason, the 64GB model is actually £30 more than it was during Amazon's previous Fire sale, but you're still making a £200 saving on either O2-locked device.

Despite being a complete flop, Amazon has said that this won't be last Fire Phone we'll see. Like the original Kindle, the company reckons it will learn from its mistakes and come back with better devices. It could mean that today's promotion will help clear the way for something new from the internet giant -- it certainly can't expect customers to remain interested in an aging phone that it's all but given up on.

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