Dive Brief:

• Just one of five retailers’ m-commerce sites is optimized for Amazon’s new Fire phone, which began shipping Friday. 

• Some 78% of mobile phone users are sent to a retailer’s desktop site rather than their m-commerce site, according to research by cloud-based platform company Yottaa.

• Amazon’s phone was designed to maximize shopping on Amazon, but it’s no good for other retailers to be flat-footed on the device because that cedes yet another advantage to Amazon, says Yottaa’s vice president of products Ari Weil, writing at Multichannel Merchant.com.

Dive Insight:

Amazon’s Amazon-centric phone is already fairly galling to retailers that have been battling the Amazon effect for years now, and whether Fire lives up to its hype remains a big question. But it’s probably true that disappointing a customer trying to access a retail site on the phone won’t help matters.