With popularity of the Amazon Fire Phone on the rise, many are wondering exactly what makes the device special. While things like the 3D features of the device have come under heavy criticism, there is one thing that is the main selling point of the device – its ecosystem.

The first phone to offer its own ecosystem was Apple’s iPhone, with Apple offering things like the App Store, iTunes, iCloud, and so on. Android users also have their own ecosystem with the Google Play Store and Google Drive.

The Amazon Fire Phone completes Amazon’s ecosystem. Amazon now offers Prime music and video streaming, its own app store and cloud storage. The Fire Phone pulls all of those service together into one device.

Amazon also has something that Apple and Google don’t have – a fully integrated online shopping experience.

The specs of the device are similar to most other high-end smartphones on the market. It’s 5.5 inch by 2.6 inch dimensions standard on today’s smartphones, but it does offer quite a powerful 2.2GHz quad-core Snapdragon CPU with an Adreno 330 GPU and 2GB of RAM.

Its battery, which is unfortunately non-removable, has 2400mAh, which can last for up to 22 hours of talk, 11 hours of video playback, 65 hours of audio playback, or 285 hours of standby time.

It also offers a 13 megapixel camera, with HDR and optical image stabilization, and a front-facing camera that is 2.1 megapixels. Something you might notice on the front of the phone is that it actually has five front facing cameras, which are used for the devices dynamic perspective system, or its 3D features.

The device makes online shopping easy, and by using its new Firefly feature, users can take a photo of an item and then be directed towards buying that item on Amazon. While the feature does not have a 100 percent success rate, it certainly is the first of its kind and will likely get better.