What happens when a company invests millions into a product and it just flops? That's what happened with Amazon's first (and possibly last) smartphone. Despite having some cool innovations, the Amazon Fire Phone ended up being just another Amazon sales ploy.
According to a new report by the Wall Street Journal, Amazon will cease production, distribution and development of any further Fire Phone products "indefinitely."
This sudden halt of the Fire Phone comes after extremely disappointing sales figures even after the price was dropped to $0.99 to encourage customers to purchase the phone. Marketing campaigns were also ineffective in driving any consumer interest toward the Amazon-made smartphone.
In addition to stopping the production and advancement of the phone, Amazon also completed a round of layoffs for Fire Phone engineers. These layoffs solidify the idea that Amazon has abandoned the Fire Phone ship and doesn't have any intentions on returning to the project.
Amazon doesn't plan on foregoing all technology and electronics development, though. Other products from Amazon, like the Fire TV, have had more popularity with consumers.
“We sold through our inventory of the Fire phone in the U.S. and globally, and we do not plan to replenish stock at this time,” an Amazon representative told Fortune. “We’ll continue supporting our Fire phone customers.
So if you already have a Fire Phone, don't worry. It'll still function just like it usually does and you'll still be able to reach out to Amazon for support should you ever need it.