Amazon this week threw cold water on a report that its rumoured smartphone would be available for free.
Furthermore, the retail giant has said that consumers should not expect to see a phone from Amazon this year.
Amazon's comments were prompted by a report from former Wall Street Journal reporters Amir Efrati and Jessica E. Lessin, who said that Amazon was developing a smartphone that would be available at no cost to consumers.
Why? To "undercut rivals and grab meaningful market share," they claimed.
Amazon initially declined to comment to Efrati and Lessin, but after the story picked up steam, Amazon responded with an adamant "no."
"We have no plans to offer a phone this year, and if we were to launch a phone in the future, it would not be free," a spokesman told them.
Rumours about an Amazon-developed smartphone date back two years, but the Seattle-based company has not yet made any concrete announcements.
In April, Amazon hired former Windows Phone executive Charlie Kindel to work on a "secret" Amazon project, which added fuel to the Amazon phone fire.
More recently, the Journal said that Amazon was developing two smartphones, including a high-end 3D handset.
One company that is launching two new smartphones is Apple, which is set to unveil the iPhone 5S and 5C later today. Follow our live coverage to find out everything you need to know.