Amazon (AMZN) Gearing Up to Introduce Its Own 3-D Smartphone by June: Report (AMZN) is reportedly preparing to release a smartphone in the second half of this year, reports The Wall Street Journal. Citing people briefed on the company’s plans, the publication also states that the e-commerce giant has been showcasing early prototypes of its 3D-type imagery handset to devs in Seattle and San Francisco ahead of a rollout later this year.

The phone, which will compete against devices produced by Apple (AAPL) and Samsung, will apparently employ a screen that could display images that appear three-dimensional, similar to a hologram, without the need to wear special glasses.

The Seattle-based company hopes the feature will enable the handset to stand out in a crowded and competitive space that is dominated by Apple and Samsung. Plans for the phone’s design and price were not yet clear, the report said.

Amazon’s launch of its own brand smartphone is a strong indication of the company’s serious dreams of entering the hardware market.

Amazon shares fell $5.38, or 1.70 percent, to $311.73 in regular trading Friday in New York.

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