Rumors are swirling that Amazon has a whole bunch of projects that they're working on, among them a glasses-free 3D smartphone with eyeball control interface that analysts are publicly doubting but undoubtedly secretly hoping will be a hit.

The projects that Amazon is reportedly plugging away at have been dubbed the "Alphabet Projects" and according to a recent report from the Wall Street Journal (WSJ) they include the aforementioned 3D phone, another Amazon-branded smartphone ("just in case nobody buys the rumored 3D version") and an audio-only streaming device. The WSJ cites "people familiar with [Amazon's] plans" in their report about the alleged upcoming products.

The most highly anticipated of the three is obviously the 3D smartphone. According to WSJ's (as yet unconfirmed) report, the sources close to Amazon that it cites in its article have described the gadget as "a high-end smartphone featuring a screen that allows for 3-D images without glasses, these [sources] said. Using retina-tracking technology, images on the smartphone would seem to float above the screen like a hologram and appear three-dimensional at all angles, [the sources] said. Users may be able to navigate through content using just their eyes."

It would be a coup if Amazon could deliver on these 3D capabilities, but even more important would be the ability of the company to successfully market the device to dedicated consumers and en masse, at that. History suggests that this kind of undertaking may be a bit harder than it would initially seem.

According to the Washington Post, a few years back both HTC and LG offered phones with 3D video capabilities, no glasses necessary. Apparently the technology didn't have a big impact on consumers, the devices flopped and an HTC spokesperson divulged to a source at CNET that the company had decided to abandon the 3D smartphone arena due in part to customer feedback. So it looks as though Amazon may certainly have its work cut out for itself. And according to the WSJ report, Amazon is well aware of this fact.

"Though Amazon has goals of releasing some of these devices in coming months, these [sources] cautioned that some or all of the devices could be shelved because of performance, financial or other concerns," WSJ noted.

TIME's technology editor and all-around tech guru Doug Aamoth hit the nail on the head with his response to the previous statement. "Translation: it's quite possible that I just wrote all this for nothing and you just read all this for nothing." Well, only time will tell...ain't that the truth.