The Fire has some 3D renderings and its Firefly button takes you directly to the store where you can buy the item that you just took a picture of. AT&T has the exclusive for some time (remind you of iPhone's debut?) and Amazon can control its software updates in this way, just like it does for Kindle, and Apple did. And the Fire OS, although built from the Android kernel, is supposed to be a vast improvement especially with respect to its UI, according to James Kendrick at Mobile News.
Amazon Web Services also should not be overlooked with all the Fire and retail hoopla. Its cloud servers provide data storage and virtual servers that equate to 4 times the next largest 14 providers combined, according to Morningstar. They say AWS generated $3B in sales in 2013 and will enjoy a 30% annual growth rate over the foreseeable future.
Amazon surely is on Fire!