Amazon is gearing up to announce its own smartphone as soon as June ahead of a supposed September release, according to The Wall Street Journal.

The report noted that the distinguishing feature may be a 3D display that uses retina-tracking to show a hologram-like image without requiring extra glasses.

Rumors of an Amazon phone have been around for years. Last fall, a new round of reports prompted Amazon to deny that it was working on a free smartphone with no contract.

Amazon’s hardware division has built up plenty of experience from its Kindle e-readers and tablets, so the addition of a phone wouldn’t be much of a jump. Last week, the company announced the Fire TV, a set-top box with gaming features.

➤ Amazon Preparing to Release Smartphone [WSJ]

Image Credit: EMMANUEL DUNAND/AFP/Getty Images

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