My comment aside, you are right to question if it's the wisest investment for Amazon to make a phone. Could they form strategic partnerships instead, paying handset manufacturers to install Amazon media marketplaces like Google did with Dell to install search? As Nokia, Palm, BlackBerry, and others can attest, phone making is a difficult business. I haven't crunched the numbers and cannot offer an informed opinion, but as I articulated above, there is reason for Amazon to consider the option.