You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Amazon Phone Is More An Enhanced Shopping Tool Than Mass-Market Device The E-Commerce Giant Faces An Uphill Battle In the Smartphone Race By Mark Bergen, Published on June 19, 2014 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.