Rumors of Amazon launching a smartphone have been around for years, but it’s been established for a while now that it is indeed real, and now we appear to have our first clear look at it.

BGR got the exclusive, and naturally, the image is all over social media.

As you can see, it looks pretty smartphoney – basically like devices you’ve seen before. Nothing weird.

BGR has been reporting a number of exclusive stories related to the device recently, saying it features 3D effects to help differentiate it from competitors, but also that that’s just “the tip of the iceberg”. You can read their full “in-depth” look at the phone’s software here.

The company is expected to unveil the device in over a month, and launch it in the third quarter.

It was really only a matter of time before Amazon added a smartphone to its line-up of Kindle devices. Why wouldn’t it? It will be interesting to see how it’s priced, and how consumers respond. With Nokia’s devices and services business now officially part of Microsoft, and Amazon entering the market., it looks like we’re getting into the most competitive smartphone landscape we’ve seen so far.

Image: BGR via Twitter