Online giant Amazon will unveil the world’s first 3D smartphone on Wednesday in the most anticipated event on the technology calendar.

The innovative handset, which aims to take a massive bite out of Apple’s iconic iPhone, is expected to hit shelves in time for the lucrative Christmas market.

Experts say around 600,000 devices will be shipped in September for an estimated £200 - sparking a race to be first to bag one across the high street.

And if the sci-fi smartphone takes off, worldwide sales could be worth £1.77 billion as it cleans up against rivals from Apple and HTC to Sony and Samsung.

Amazon’s 3D phone has taken three years to perfect and according to website techcrunch.com it uses four infrared cameras with an advanced retina tracking system which create a 3D or hologram effect.

It is being tipped to revolutionise shopping, bringing products to life as they appear to float in front of smartphone users' eyes.

The software can also track head and eye movement so if the owner tilts their head, they can see beyond the picture on the screen to hidden icons and images that seem to dangle in mid-air.

Reports say the Amazon Fire phone will have six cameras in total, a 4.7 inch screen and includes gesture and motion control for 3D smartphone gaming.

Earlier this month, Amazon released a teaser video showing a series of wide-eyed testers cooing over the device and gasping it was “super awesome”, “amazing”, “very cool” and “like nothing I’ve ever seen”.

Some were seen to be tilting their heads to one side and saying “Oh my gosh, that’s crazy” and “wow - how does it do that?”.

Paul Bennun of London content agency Somethin’ Else said: “We forget how different the world was before 2007.

"The iPhone has changed everything about communications and redefined mobile computing, and it could finally be Apple has its first real competitor.

“If Amazon can truly push the experience somewhere better and novel and provide a fun way into their gargantuan content and physical product offer, it could be a great reason to jump ship.”

Martin McNulty chief executive of digital agency Forward3D added: “If Amazon can pull this off, it could change high street shopping forever.”

Today Amazon refused to be drawn on its “big reveal” this evening in Seattle, America.

Bit it could scupper Apple’s bid to cash in on the Christmas market as it has yet to announce the 2014 launch date for its new iPhone 6.

 (mirror.co.uk)