It's probably fatal to say this here but...
...for those of us that actually use Amazon, this is old news.
It's been on their website landing page for some time.
Hasn’t Amazon sold mobile phones before? Wasn’t the first third party deal Amazon did in Europe with Carphone Warehouse back in 2001? The answers are no... and yes. Amazon UK has been selling mobile phones for more than a decade and there are lots of resellers who will sell you anything from a Samsung Alpha to a Sony Z3, but …
O2. That's the network that is banging on about 4G contracts but STILL hasn't managed to provide 3G service with any degree of reliability in a ridiculously large number of places. Like my office. 2 minutes walk from the very city centre, 5 minutes from the O2 store and still nothing but 2G.
No deal. O2 suck.
OK, I don't want to be on O2, but if they want to only offer contracts with O2, then fine.
What really gets my goat is that they have an option to buy the phone outright - but it's still locked to O2. There are other reasons not to buy the Fire phone, but they can take that "deal" and shove it...