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These icons do more than take you to apps. Some are for specific content, such as a recent book or video. Some app icons also preview content underneath, so you can delete an email or see a news headline without opening the app.
Apps for various Amazon services, such as e-books, audiobooks, music and video, have been designed to work with the carousel, so watching one movie will give you recommendations for others.
The Fire is a good start at offering a fresh approach to smartphones. More outside apps will need to take advantage of the innovations for the phone to be useful beyond people who already use Amazon services extensively.
© 2014 Associated Press under contract with NewsEdge. All rights reserved.