If you had your breath held for something crazy like a Fire Phone free with Prime, you can exhale now. The new Fire Phone will be a standard $200 (for a 32GB) on contract from AT&T, which is getting the Fire Phone as an exclusive.
The upside is that the phone will come with a free year of Prime, essentially knocking $100 bucks off the price. At (basically) $100, the Fire Phone isn't set up to do direct battle with alternatives like the iPhone and Android devices, instead coming in juuuuust a little under. Still, as cool and flashy as its neato features are, it might be a hard sell.