Smartphone makers choose to advertise their devices in different ways. Some focus on a phone’s main features, others take hits at competitors, and some choose a different path. Amazon is such an example, with the company’s first Fire Phone ad being more about one of Amazon’s core products rather than the device itself. The short 30-second Fire Phone ad tells the story of two kids using Amazon’s phone for just one purpose, and that’s accessing Prime content. Instead of highlighting some of the interesting features of the handset, Amazon has chosen to further plug the Prime benefits that come with a Fire Phone purchase – customers who buy the device will get a free year of Amazon Prime, a $99
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