Amazon’s Fire Phone is heading to the U.K. [Update]

Image: Amazon

Image: Amazon

UPDATE: The Fire Phone is now available to pre-order on O2.

The Amazon Fire Phone’s exclusivity to the U.S. market will be short-lived with the device set to go on sale in the U.K. later this month, just three months after it first made its debut. It’s expected to be exclusive to O2, and sources say an announcement could be made as early as this week.

“Amazon is in advanced talks to sell its new Fire phone exclusively through Telefónica’s O2 in the UK, as it challenges the dominance of Apple and Samsung in the premium smartphone market,” The Financial Times reports. “The partnership between Amazon and O2 could be announced as early as this week, according to one person familiar with the talks.”

Gizmodo has confirmed the news with its own “trusted sources,” who claim that the device will go on sale later this month.

The Fire Phone hasn’t been as successful as Amazon would have hoped in the U.S., which a recent report revealing no more than 35,000 units had been sold during its first two months on the market.

It’s thought the handset’s $199 price tag (on contract), coupled with its not-so-stellar specifications, a lack of access to Google Play, and its lukewarm reviews are making it a hard sell up against rivals like the Galaxy S5, the HTC One M8, and the LG G3.

But can the Fire Phone be a bigger hit in the U.K.? Amazon will be hoping its nifty 3D effects, which are unlike anything available on other smartphones, will be enough to attract new customers — but with new handsets from Samsung, Sony, and of course Apple going on sale this month, it has some incredibly tough competition.