Can Amazon Improve Upon HTC's Awful 3D Smartphone?

Dow Jones is reporting that Amazon AMZN wants to take a stab at developing a 3D display for its upcoming smartphone. This is a cool idea, but is it wise? When HTC released the first glasses-free 3D smartphone, it became one of the most criticized devices of the year. Consumers still complain about its headache and nausea-inducing three-dimensional effects. Why would Amazon want to go back to a technology that few people enjoy? More importantly, why would the retailer want to include a 3D display when it is something that consumers don't necessarily want? It could be that Amazon has come up with a way to display 3D images without punishing the user. Amazon may also simply plan to include 3D as a way of differentiating its smartphone from the crowd. Whatever the case, this rumor is as scary as it is intriguing -- and a tad contradictory to Amazon's strategy. One of Amazon's biggest goals is to persuade device users to buy more content. However, most of Amazon's content (books, music, TV shows, video games, apps) do not take advantage of 3D technology. While shows and video games could be designed for 3D, very few of them are currently optimized for eye-popping visuals. This leaves consumers with two options: download special 3D videos/movies (which Amazon must provide) or film their own 3D content. Those aren't the most exciting options, now are they? Again, Amazon may have it all worked out. But of all the rumors surrounding the Kindle smartphone, this is the hardest one to believe. Louis Bedigian is the Senior Tech Analyst and Features Writer of Benzinga. You can reach him at 248-636-1322 or louis(at)benzingapro(dot)com. Follow him @LouisBedigianBZ