According to multiple to tech sites, Amazon is developing a smartphone to compete directly with Apple's iPhone, The new Microsoft Windows 8 phones and Google's android phones. I guess Amazon's sales of its popular Kindle Fire has gassed the company up to the point where they figure that they can jump into another lucrative market. The Kindle Fire is one the most popular non iPhone e-readers running a a custom version of Google's Andriod operating system. The device draws upon Amazon's vast digital content library and custom app store. There is a  new phenomenon is known as "Showcasing" where consumers use big box retailers and their staff to learn about the features of a particular device and then turn around purchase the device online. Needless to say these retailers are not to happy about expending their resources to help a competitor. Amazon's Kindle line has been pulled or is in the process of being pulled from some of their key retail partners. After saying all that, I dont think that this new smartphone is a wise business move. If the device actually surfaces time will tell if Amazon can be successful where Google's Nexus One wasnt. Would you buy a Amazon Smart Phone?