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.