Amazon is gearing up for a smartphone launch in the second half of 2014, according to a Wall Street Journal (WSJ) report.

Citing people ‘briefed on the company’s plans’, WSJ said the giant online retailer had been demonstrating versions of the handset to developers in recent weeks, which includes a screen capable of displaying seemingly 3D images – using retina-tracking technology – without the need for special glasses.

The technology, which can manipulate text and images as the phone is moved by the viewer, is described as ideal for gaming.

Amazon has apparently lined up two display makers for the smartphone, although only one is named in the WSJ report – Japan Display.

Other OEMs, the choice of OS – as well as pricing – remain unclear.

According to an Amazon insider, however, the online retailer told one of its suppliers it was anticipating mass production of the device later this month, with an initial order of 600,000 units

This is not the first time that Amazon has been reported to be working on a smartphone.

In October, according to the Financial Times, the online retailer was said to be in partnership with troubled vendor HTC.

According to the report, three devices were in development, of which one was at an “advanced stage”. However, it was cautioned that the timeline for launch had changed before and that there may not be a commercial release at all.