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Summary:

Now that Amazon has its own devices in the Kindle Fire lineup, downloads from the Appstore are on the rise: up 500% in the past year. It doesn’t hurt that Amazon has added a number of developer-friendly features over the past 20 months, either.

kindleonfire

Even without a platform of its own, Amazon is doing just fine when it comes to mobile apps. The company announced on Thursday that “[a]pp downloads in the Appstore have grown more than 500 percent over the previous year.” The two biggest drivers of such growth are likely to be Amazon’s Kindle Fire tablet line, introduced in September 2011, and strong developer support for programmers to create compelling Android applications for Amazon’s tablets.

Amazon Appstore for Android, mobile apps, app storeWhile Amazon has had its own Appstore for Android devices since March 2011, I suspect most of the growth came from Amazon’s own mobile devices and not Android smartphones or tablets made by others. A few phones have come with the Amazon Appstore pre-installed, but most do not. That means consumers have to learn about Amazon’s storefront on their own and then install it themselves. Google’s own Play store is central to the Android experience, which is a potential barrier here.

There’s no Google Play on the Kindle Fire or Kindle Fire HD tablets, however. It’s Amazon’s Appstore or nothing, save for any hacking or tinkering that might enable traditional Android apps. For that reason, assuming reasonably good sales of Kindle Fire tablets, most of the app download growth is likely from Amazon’s own hardware. That’s not necessarily a bad thing, particularly if the company launches a smartphone, as some expect it to do.

But the growth isn’t related solely to device sales: Amazon has made a serious attempt to help developers create or port applications to the Amazon Appstore. Along with the download figures shared on Thursday, Amazon announced support for A/B testing:

“With A/B Testing, developers can test simultaneous treatments of their apps, receive data about what’s worked best, and quickly adjust their apps to take advantage of this customer learning. A/B Testing is the latest developer service that Amazon has launched (along with Achievements, Leaderboards, Whispersync across devices, In-App Purchasing, and 1-Click Purchasing) that make it simpler than ever for app developers to concentrate on the differentiating parts of their apps rather than the undifferentiated infrastructure and engagement components.”

That’s a nice development feature that could give programmers a better idea of what consumers do and don’t like about application changes. From there, a developer could quickly adjust code for the optimal experience.

This new development feature is just another in a long list that Amazon has provided since launching the Appstore: GameCircle, a Maps API, Test Drive (Amazon says 20,000 apps can be consumer tested online for free), localization support, and a Kindle Fire emulator are all part of the developer experience now. And the better Amazon treats its developers with supporting tools, the better the apps will be helping to fan the Kindle Fire download flame higher and higher.

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  1. Is this a joke? We just listed one of our apps, also on iOS and Googe Play, to Amazon’s Store. Not only have their been numerous flaws in the submission and review process, but the sales have been abysmal… i.e. < 5% of Google Play.

  2. The writer does not see a problem that Amazon hides the actual numbers? Clearly it means the sales were disappointing in fact.

  3. Doesn’t that boil down to:

    All 2012 downloads are 5X the downloads we did in the small portion of 2011 for which we were operating.

    You’ve been had by Amazon BS. You need to learn how to do simple parsing of BS marketing language!

    1. Agreed on the numbers and timeline, @raycote. Wouldn’t 500% growth count as disappointing, given that?

  4. Amazon appstore app itself is buggy (kills battery, payments, etc.) Amazon’s own employees don’t use it.

  5. Amazon has never release a real number since the Kindle came out,it’s all smoke and mirrors and tech writers and Wall Street have been eating it up.

  6. Amazon’s app store works fine on a Kindle but on a phone I’ve had nothing but issues. I tried it on my new S-III to see if it was any different than on my Evo and I can’t find the damn app anywhere on the phone even though the store says it’s there when I tried to re-download. So I can’t re-install and can’t find it to uninstall.

    So much for that test. Back to the Play store…

  7. Why Not Looking to have own App Store ??

  8. Too Much Publicity .. why not it is showing in google results at top when searches going for most popular apps…?

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