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Amazon has been in the cell phone business for a couple years now. Most people don't Think of the site when it comes to Smartphone though.
Amazon aims to change how user think of the site including the fact that they have lots of tech items. To make it clear they mean it Amazon.com has decided to sell phone directly. Some of the listings are indivisual sellers, but not in the Handset Category with The Newest Cell Phones. In other words when Amazon sell a recently released phone they sell it themselves through carriers direct.
Amazon is selling the HTC Droid Incredible for $149.99. They don't want folks like us showing the price, but we feel compeled to.