Amazon.com, Inc. (NASDAQ:AMZN) has scheduled an event for Wednesday, and most expect the company to unveil its very first smartphone. However, many are questioning whether the company can really compete with the already-dominant platforms.

amazon smartphone

Amazon could include a holographic interface

We’ve heard plenty of rumors and seen many supposedly leaked photos of Amazon.com, Inc. (NASDAQ:AMZN)’s smartphone. Supposedly, the device will feature a futuristic holographic 3D interface and four or possibly five cameras to run that interface. Four of the cameras will supposedly be sitting in each of the four corners of the handset. The cameras will allegedly track the user’s phase and eyes, while Amazon’s software will adjust how things appear on the screen.

Amazon.com, Inc. (NASDAQ:AMZN) has been building the suspense leading up to Wednesday’s event. The online retailer posted a video showing several people gasping as they look at some kind of device that’s not shown in the video. Some of the comments relating to that device are “very real life,” “amazing” and “super awesome,” according to a report from The Telegraph.

Leaks suggest that Amazon.com, Inc. (NASDAQ:AMZN)’s smartphone will have a 4.7-inch display and a pixel density of just 720p HD. That’s quite a bit lower than the 1080p HD resolution many smartphones have. The handset is also expected to run on Google Inc (NASDAQ:GOOGL) (NASDAQ:GOOG)’s Android operating system,

How Amazon hopes to compete

The big question right now is what Amazon.com, Inc. (NASDAQ:AMZN) could possibly do if it wants to become a serious competitor to Apple Inc. (NASDAQ:AAPL)’s iPhone and makers of Android phones like Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930). Speculations suggest that the online retailer could package in free or low-priced media content, which would be a smart move as media consumption on smartphones is on the rise.

Amazon.com, Inc. (NASDAQ:AMZN) has a history of operating on razor-thin margins. As a result, if it does release a smartphone, the end will probably have to do with customer loyalty and sales of other things rather than the smartphone itself, suggests a report from the Seattle Times.