Case Summary Amazon launched the Fire Phone Jul. 2014 but it was not successful (at least to me) in the market. However, Jeff Bezos, CEO of Amazon, has reinforced fans and smartphone enthusiasts that the failed attempt at a smartphone did not make the company drop their new endeavor. Now Amazon is planning to launch Fire Phone 2. According to Bezos, the Amazon Fire Phone 2 release date will land in the first few weeks of 2016. However, as you can see, Fire Phone 2 has not launched yet. Further, Amazon has not officially mentioned Fire Phone 2 in terms of its release day and/or any other information. I am hoping the phone will be on the market soon.

1. How would you describe this decision by Bezos? Do you think the decision by Amazon will be successful? Why or why not?