After hearing about the idea of a phone from Amazon, I really thought they'd do more. I like to buy things from Amazon (like many here probably do), and thought that the phone would be competitively priced. It wasn't in my mind; and with only one major US carrier (AT&T) that it's being sold under, the customer base is even smaller. I love the ability of my current unlocked Nexus 4 to switch to another carrier or MVNO. Call me spoiled on the Nexus devices...
How would I be sold on the Fire Phone, Amazon? Allow the phone to be unlocked and lower off-contract price. Then, I'd consider it. I like the phone's features, but if the value isn't there, then I'll pass.