Updated at 11:31 a.m. Pacific.

Folks using Amazon’s new Fire Phone will be able to store an unlimited amount of photos in Amazon’s cloud, CEO Jeff Bezos said onstage at the phone unveiling in Seattle today.

With its 13 megapixel rear-facing camera and f/2.0 five element lens, the Fire Phone has great imaging hardware, said Bezos. But more important, by tying its ‘cloud drive’ service to the Fire Phone, Amazon is demonstrating how its roster of services adds value beyond the mobile hardware.

Unlimited cloud photo storage will be available to all Amazon Fire Phone owners, not just Prime subscribers, an Amazon spokesperson confirmed for VentureBeat.