<http://schema.org/articleBody>
"Amazon made a slew of announcements on Wednesday, including a new smartphone \u2014 the Fire Phone \u2014 and a new service dubbed Firefly. Amazon CEO Jeff Bezos said Firefly will make identifying products, songs and even TV shows as simple as whipping out your camera.\nFirefly is something of a hybrid of the Google Goggles (which is built into Google's search app), Shazam and DailyBurn's MealSnap. The technology, which Bezos says can scan 100 million objects and takes less than a second to work, is activated via a dedicated \"Firefly\" button on the Fire Phone.\nAmazon CEO Jeff Bezos shows off the Firefly technology built into the company's new Fire Phone.\nImage: Mashable Christina Ascani\n\n\nThere are currently 70 million products in the Firefly database. Everything from household objects to books, DVDs CDs and more. It can also be used to recognize over 240,000 movies and TV episodes and 160 live TV channels. For the TV and movie data, Amazon offers its IMDb powered X-Ray feature so you can get information about who is in a show, a plot description and access to related comments.\nIt also lets you scan printed text on signs, posters and magazines for things such as phone numbers, web addresses and email addresses. You can then make actionable decisions without typing.\nSimply press the Firefly button and point your phone toward the TV or a physical object. The Fire Phone will scan the object and identify it using Amazon's servers. (It can also recognize audio.) As soon as content is recognized, the item appears on your phone; if it is available for sale on Amazon, you can add it to your cart automatically.\nNone of the technology Amazon is showing off with Firefly is unique. Music and video watermarking is quite mature (see Shazam), and tech for product recognition is quite advanced, too.  The difference is that this brings all of those features into one device, one interface and with one shopping destination.\nBezos said you can activate Firefly without unlocking the phone, so the user presses the button, lets the \"fireflies\" go out and identify an object and then unlocks the phone to see the results. \n\nImage: Amazon\n\n\nPerhaps the most exciting part of Firefly is that Amazon will let developers build on top of it. They can use custom content bases (or data sets) and audio fingerprints to create custom actions. Amazon is also going to use the nutritional information from My Fitness Pal, an app that supports adding food items via barcode scanner, to display health and caloric information. The Firefly SDK is available online now.\nThe appeal here is to make it easier than ever for customers to find products, identify songs or videos and make purchases in a seamless action.\nThe first product we want to scan with Firefly? The TV show Firefly, of course.\n\n\nAmazon Fire Phone Release\n\n\n\n\n\n\n\nAmazon Fire Phone Release in Seattle \n\n\nImage: Mashable, Christina Ascani\n\n\n\n\n\n\n\n\nAmazon Fire Phone Release in Seattle \n\n\nImage: Mashable, Christina Ascani\n\n\n\n\n\n\n\n\nAmazon Fire Phone Release in Seattle \n\n\nImage: Mashable, Christina Ascani\n\n\n\n\n\n\n\n\nAmazon Fire Phone Release in Seattle \n\n\nImage: Mashable, Christina Ascani\n\n\n\n\n\n\n\n\nAmazon Fire Phone Release in Seattle \n\n\nImage: Mashable, Christina Ascani\n\n\n\n\n\n\n\n\nAmazon Fire Phone Release in Seattle \n\n\nImage: Mashable, Christina Ascani\n\n\n\n\n\n\n\n\nAmazon Fire Phone Release in Seattle \n\n\nImage: Mashable, Christina Ascani\n\n\n\n\n\n\n\n\nAmazon Fire Phone Release in Seattle \n\n\nImage: Mashable, Christina Ascani\n\n\n\n\n\n\n\n\nAmazon Fire Phone Release in Seattle \n\n\nImage: Mashable, Christina Ascani\n\n\n\n\n\n\n\n\nAmazon Fire Phone Release in Seattle \n\n\n\n\n\n\n\n\n\n\n\nAmazon Fire Phone Release in Seattle \n\n\nImage: Mashable, Christina Ascani\n\n\n\n\n\n\nHave something to add to this story? Share it in the comments."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2014/06/18/amazon-firefly/?utm_campaign=Mash-Prod-RSS-Feedburner-Mobile-Partial&utm_cid=Mash-Prod-RSS-Feedburner-Mobile-Partial&utm_medium=feed&utm_source=rss>