It's hard to really feel genuinely surprised about hardware announcements. As fans of technology, we often know about the thing being announced before a company does the actual announcing. This was mostly the case with Amazon's announcement of the Fire Phone, which happened one year ago today. What we didn't know back then was that, 365 days later, the phone would practically have vanished from our minds.
Rumors of an Amazon phone rattled around for years. Considering Amazon's hardware experience and familiarity with Android, it seemed a reasonable enough proposition. The thinking was that, at the very least, it wouldn't take Amazon much effort to make a phone — even if it wasn't that good.