Following a series of rumours and leaks the first ever images of Amazon’s upcoming smartphone have been published by BGR.

AMAZON is preparing to release a smartphone in the second half of 2014, thrusting itself into a market already crowded with Apple and Samsung models

The company aims to announce its new product by the end of June and ship to customers by the end of September in time for the holidays.

The phone’s screen would display 3D-like images without the need for special glasses, thanks to four front-facing retina-tracking cameras that will make some images appear to be 3D.

Earlier this month the retailer unveiled a new media streaming device, Amazon Fire TV, which it touted as simplifying the experience of watching video online. The new device is part of Amazon’s strategy to expand from retail to multimedia, leveraging its Kindle tablets and streaming video.

The smartphone market is currently dominated by rivals Samsung and Apple as well as low-cost Chinese rivals like Lenovo and Huawei.