Today if you launch something new you need to be able to compete with the value in the iOS and Android ecosystems to draw people and that's a VERY big hurdle. Microsoft is trying their hardest but can't get it done.
There is no surprise here. Amazon's software ability and follow through is best describe as "exists" and the third party ecosystem is tiny. I'd rather have any $200 Android phone (even a low quality one) than a free Fire Phone and I like Amazon.
"Here's a phone, it has no popular apps, and they'll probably never be available!" Yeah. Same thing that killed the Pre. Same thing that's killing Windows Mobile.
I'm just saying that it's still too soon to say that nothing significantly better than iPhone and its apps, or cheaper than Android and its apps, will ever be possible from a third platform.
I have a Kindle Fire HDX 8.9' tablet, the hardware is top notch and there are plenty of apps. From what I know, if an Android app doesn't heavily rely on Google proprietary APIs, like Maps, it's trivial to put it on the Amazon store.
But yeah, the phone needed to be 2-3 times cheaper to sell well.
Call me when they can figure out that $.99 == $.99 100% of the time. [Hint: At least once every few months, this isn't true for at least one of their back end services and I have to clean up after it. This is just one issue of many they have, including the fact their "primary key" for items (ASINs) can be duplicated across multiple products.]
I think many, many people overestimate Amazon's technical capability.
They are competent but they are not special.
Hell, they can take up to 8 days to ship something from a warehouse sometimes.