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September 28, 2011

Amazon Mobile App Distribution Program

Kindle Fire is a new addition to the Kindle family with a vibrant color touch display that offers  instant access to the Amazon Appstore, along with Amazon’s massive selection of digital content and free storage in the Amazon Cloud. A fast and powerful dual-core processor powers the 14.6-ounce device that’s light enough to hold with one hand—all for only $199.Apps-on-kindle-fire

Kindle Fire puts Amazon’s incredible selection of digital content at customers’ fingertips:

  • Amazon Appstore for Android – thousands of popular apps and games
  • 18 million movies, TV shows, songs, magazines, and books
  • Ultra-fast web browsing - Amazon Silk 
  • Free cloud storage for all your Amazon content
  • Vibrant color touchscreen with extra-wide viewing angle  
  • Fast, powerful dual-core processor 

Key features:

Stunning Color Touchscreen: Content comes alive on a 7” vibrant color touchscreen that delivers 16 million colors in high resolution and an extra-wide viewing angle.

Fast Dual-Core Processor: Kindle Fire features a state-of-the-art dual-core processor for fast, powerful performance. Stream music while browsing the web or read books while downloading videos.

Easy to Hold in One Hand: Designed to travel with you wherever you go. Light enough to hold in just one hand, Kindle Fire is perfect for browsing, playing, reading and shopping on-the-go.

Beautifully Simple and Easy To Use: Designed from the ground up, Kindle Fire's simple, intuitive interface lets customers spin effortlessly through your recent titles and websites straight from the home screen.

Free Cloud Storage: Kindle Fire gives you free storage for all Amazon digital content in the Amazon Cloud. Apps, books, movies, and music are available instantly to stream or download for free, at a touch of a finger. 

Ultra-fast web browsing – Amazon Silk: Amazon Silk is a revolutionary, cloud-accelerated browser that uses a "split browser" architecture to leverage the computing speed and power of the Amazon Web Services cloud. Learn why it’s so fast

Only $199: The all-new Kindle Fire is only $199. Customers in the U.S. can pre-order Kindle Fire starting today at, and it ships Nov. 15, 2011.

Read more in the press release.

September 20, 2011


Vervv, a mobile developer specializing in finance and productivity apps, currently has two Android apps available in the Amazon Appstore for Android. They are Convertr, which instantly and accurately converts anything, from currency to torque, and Ledgerist, the Android solution to the old pen-and-paper balancing of the checkbook.

The Amazon Appstore team approached Vervv prior to the launch of the Amazon Appstore. Ultimately, Vervv’s decision to submit its apps came down to Amazon’s large and engaged customer base. “There aren't many companies out there with the size and reach that Amazon has,” Vervv co-founder James Kelso said.

Vervv was initially surprised by its lack of traction with other Android offerings. “We noted a great response to our release on iOS, but the market was just too saturated on Android. When we released to the Amazon Appstore, and we were featured as the Free App of the Day, we noted much better user engagement with our product. We've seen a significant increase in sales ever since,” Kelso said.

       Convertr_thumbnail_225x225 Ledgerist_thumbnail_225x227

Vervv has not had to deal with a lot of non-technical feedback for its app in the Amazon Appstore for Android, a very positive sign. Kelso explained, “We're constantly bombarded with e-mails from users of the other Android marketplaces needing us to fix billing issues or other non-technical issues. Because customers can reach out to customer service for help with app-related billing and non-technical issues, the Amazon Appstore has been great in that it takes that burden off our shoulders.”

Kelso recommends the Amazon Appstore for Android as a good place for emerging apps “because it's difficult to get separation in most segments these days. Amazon is big enough to help gain traction in the market.” He added, “The most important thing that we've learned is probably that your app could be discovered any day.”

September 12, 2011


The Amazon Web Services (AWS) Mobile SDK for Android is now generally available (GA).  The SDK features APIs designed specifically for mobile apps, and has sample code showing you how to connect to AWS using the AWS Security Token Service.

Made by mobile developers for mobile developers, the AWS Mobile SDK for Android provides support for connecting your application to the cloud. These “connected” apps leverage AWS to manage and scale new and compelling features.  The SDK makes it easy for you to build connected mobile applications by providing APIs that hide much of the lower-level networking code, including authentication, request retries, and error handling.

What types of connected features can you implement with the AWS Mobile SDK for Android?

  • Build a camera-to-cloud media application that uploads photos or videos to Amazon S3 for world-wide distribution through Amazon CloudFront. Amazon S3 provides the storage and Amazon CloudFront provides low-latency delivery of static or streaming content.
  • Make your mobile game "social" by adding the ability to share moves, high scores, or player stats between devices using Amazon SimpleDB.  Use the SDK to store and query data items via a simple interface, and Amazon SimpleDB does the rest.
  • Add the ability to broadcast messages (“It’s your turn, Dave”) between devices with Amazon Simple Notification Service and Amazon Simple Queue Service―without writing any server code.
  • And remember that camera-to-cloud application? Well, when your users ask you to update the application so they can email those photos and videos to friends, it’s going to be a snap, because you can use Amazon Simple Email Service to send emails from your application.

Get started by visiting the AWS SDK for Android page where you can download the SDK and read the Getting Started Guide.

If you submit your app to the Amazon Appstore for Android by November 15, you'll receive a $50 credit.  Learn more about this promotion at:

September 12, 2011


You’ve probably heard about Amazon’s goal to be the Earth’s most customer-centric company. Having clear, concise, and accurate app descriptions is one way the Amazon Appstore for Android strives to meet that goal.

When submitting your app(s) to the Amazon Appstore Developer Portal, you can provide content for the app’s product detail page. We’d like to share some of the key standards we use to help you along your way to great app product detail page content.


The title is the first thing a customer sees and may even be the term they searched on. It appears at the very top of the product detail page, right above your company name.


  • Keep it simple. Don’t include extraneous marketing verbiage such as “MyAppTitle – the best most greatest app in the whole wide world and beyond!!!!!!!!”
  • Make it readable. Unless your app has special capitalization (PicSay, SwiftKey, SeekDroid), capitalize the first and last words of the title, no matter what part of speech. Between those words, capitalize each word except for coordinating conjunctions (and, but, or, nor, and for), articles (the, a, an), and prepositions of four or fewer letters.
  • Be concise. No more than 100 characters—it’s a title, not a Tweet!
  • Be clear. If your app has multiple versions, let your customer know by calling it out in the title (e.g., Premium, Pro, Lite, Donate, Free).


The description appears on your Amazon product detail page in a section titled Product Description and provides you the opportunity to sell your customer on downloading/purchasing your app. Consider your audience. Who is your app’s target customer? Make sure the customer knows you are speaking to their interests.

  • What is your app’s point of differentiation? What are the key features of the app? Let customers know why this app is special and something they need.
  • Be truthful and avoid being vague. Don’t lead your customers to any unsupported conclusions—that leads down a quick path to unhappy customers and bad reviews. Accurate details always trump vague claims.
  • Avoid describing specific how-to information for the app. Customers want to know more about your app features than the step-by-step details on how to use it. That information would be more beneficial placed in a help section within the app. Use the description to sell your app!
  • If your app uses another app (like Adobe AIR) or synchronizes with a service (like Pandora) be sure to mention that information. Always let the customer know when fees are involved. Be up front with our customers and you’ll build customer loyalty and trust.
  • Use active (vs. passive) voice. Using active voice makes your meaning clear to the customer, and keeps the sentences from becoming too complicated or wordy.




Product Feature Bullets

Product feature bullets summarize key features of your app and are displayed in their own section, titled Product Features, on your app’s product detail page.

  • Detail your app’s specific features or actions and list its main (or most compelling) feature first. Some customers may only read the features bullets on your app’s product detail page, so it is important to make them as comprehensive as possible while remaining concise.
  • Try to sum up your app in 3 – 5 bullets.
  • Capitalize the first word and don’t end a bullet with a period—remember that the product features are a concise feature list and not full sentences (like these bullets!).
  • Make the bullets parallel by starting with the same part of speech (e.g., noun, verb), using the same verb tense (e.g., present, past, future), and the same voice (e.g., active or passive, preferably active).





Upload all of your app metadata (content, images, basically anything other than the actual APK) in your Developer Portal account within the app profile.

The title will go in the General Information section.


The description will go in the Merchandising section.


The Description field allows for 4,000 characters. If you have more to say, you can send us additional information via the Contact Us link in your Developer Portal account.

Using the knowledge we gain from your provided description, testing your app, and listening to general customer feedback, the Amazon Appstore team will publish content that most accurately represents your app in a manner that customers will find clear, concise, and pertinent to their needs.

  • Keep it simple. Don’t include extraneous marketing verbiage such as “MyAppTitle – the best most greatest app in the whole wide world and beyond!!!!!!!!!”
  • Make it readable. Unless your app has special capitalization (PicSay, SwiftKey, SeekDroid), capitalize the first and last words of the title, no matter what part of speech. Between those words, capitalize each word except for:
    • Coordinating conjunctions (and, but, or, nor, and for)
    • Articles (the, a, an)
    • Prepositions of four or fewer letters
  • Be concise. No more than 100 characters—it’s a title, not a Tweet!


September 07, 2011


The Amazon Appstore for Android is the place where developers can get exposure for their Android applications through automated merchandising and other marketing.  Amazon also offers great solutions for developers to build apps with the Amazon Web Services (AWS) Mobile SDK.

From September 7, 2011 through November 15, 2011, developers who submit an Android app to the Amazon Appstore are eligible to receive a one-time $50 promotion code for use on certain AWS services (subject to terms and conditions).  Promotion codes will be emailed directly to developers during the first week of October and the last week of November.

AWS delivers a set of simple building block services that together form a reliable, scalable, and inexpensive computing platform “in the cloud”. With AWS, developers can easily access a scalable and cost-effective cloud computing resources through simple API calls or with the use of the AWS Mobile SDK for Android (and iOS).  As noted in this blog post , some highlights of the AWS SDK for Android include:

  • Storage – developers can store and retrieve any amount of data using Amazon S3
  • Database – developers can add a highly available, scalable, and flexible non-relational data store using Amazon SimpleDB with little or no administrative burden
  • Messaging – developers can integrate reliable, highly scalable mobile-to-mobile communication into applications using Amazon SQS and Amazon SNS

The SDK includes a library, full documentation, and some sample code.  You can get the library on GitHub.  Also, in true open source fashion, AWS is open to and encourages external contributions.

Learn more about the AWS SDK and this promotion online here.

Submit your app online here.

August 24, 2011

Winkie Chen

Note: Effective 08-26-2015 Free App of the Day (FAD) has been replaced with Amazon Underground.

Farkle Dice - Free and Farkle Dice Deluxe (Ad-Free) are two popular and well-reviewed apps in the Amazon Appstore for Android.  Developed by Smart Box Games, the apps present a fast-paced dice game and offer both solo and social gaming experiences. 

Smart Box Games was one of the first developers to join the developer program after the Amazon Appstore launched in March. 

Why did Smart Box Games act so quickly to join a brand new store? Todd Sherman, president of Smart Box Games, said that as a small, independent game company, “Our priority is to make sure the games have beautiful art, professional sound effects, and music, and are programmed to be stable and responsive. We typically have limited resources for marketing.  The Amazon Appstore gives developers like us a chance for success by offering customers multiple ways to explore and find games.”  He added, “For example, you can navigate the store by Top 100 Games, or by category, or through widgets powered by Amazon’s recommendation engine such as ‘Customers Who Bought This Item Also Bought.’ Plus, the first year fee for the developer program was waived.”

Within a few weeks of its publishing, Farkle Dice - Free skyrocketed to the top of the Board Games category and soon climbed the charts under the Top 100 Free Bestselling Games. 

Amazon featured Farkle Dice Deluxe (Ad-Free) on July 23  as the Free App of the Day, a daily promotion in which we make a premium app available to our customers for free and prominently promote the app on and in the Amazon Appstore. 



We set an expectation of approximately 75,000 downloads for the Free App of the Day promotion with Farkle Dice - Deluxe. “Our actual downloads far exceeded that expectation, and we were thrilled by the exposure and the comments from new players,” Sherman said regarding the result of the promotion.  What does it mean for Smart Box Games to have so many new users? “As part of a long-term monetization strategy, we plan to contact those newly acquired users via the messaging function within Farkle Dice - Deluxe when we release our new game later this year.”

July 27, 2011


Why are release notes important?

Release notes are a valuable developer tool that can be used to provide a better customer experience. Customers are becoming more aware of and interested in changes to their apps—they want to know why they should take the time to download app updates and what changes may be happening on their device(s)!

Release notes let your customers know what changes you are making to your app and it keeps them in the loop regarding bug fixes, app enhancements, permission changes, etc. Providing release notes may also speed up the turnaround time on app updates as it advises our testers what to look for when testing your update.

Where do release notes show up?

The release notes appear on the product detail page for your app in a section titled “Latest Updates”.


Where do I enter my release notes?

You can enter release notes for your app through your Developer Portal account. Go to the App Details Page for the app and you will find the Release Notes field in the section titled Upload Binary. (Note that the field will not appear until after you have uploaded your APK.)

How do I format my release notes?

The Release Notes field will automatically make each new line a bullet on your product detail page. Simply enter each release note as a new line and we’ll do the rest.


July 19, 2011


Oceanhouse Media, Inc., a leading mobile app publisher, is quickly becoming a very popular developer in the Amazon Appstore for Android. The company only recently started publishing to the Amazon Appstore and already has over 50 high-quality and consistently high-rated apps available.

Michel Kripalani, Founder and President of Oceanhouse Media, made the choice to partner with Amazon prior to the launch of the Amazon Appstore for Android, “The decision to sign-on to the Amazon Appstore was based on Amazon’s track record and we felt the customer base would be an excellent reach to our target demographic.”

Oceanhouse Media, Inc. is definitely seeing success!  While the company heavily promoted via email, social, and online merchandising, The Cat in the Hat – Dr. Seuss hit number one in the Top 100 Paid apps on the Amazon Appstore.

Cat in Hat - Number 1_crop

On an ongoing basis, Oceanhouse Media does numerous promotions to drive traffic to their apps—and this has been a key to their success. The company is active on social media sites, such as Facebook and Twitter, and also utilizes a blog and newsletter to promote their apps.


There are quite a few merchandising placements on the Amazon Appstore as well which help drive success for Oceanhouse Media: app discounts, Facebook updates, email campaigns, cross-promotion with non-app products, and a callout on the main page of the Amazon Appstore.

Email Campaign Screenshot 2

Cross-promotion screenshot

Oceanhouse Media is pleased with the results. “When co-marketing kicks in, sales are tremendous,” Michel says. “When we partner together, good things happen.”

Michel’s advice to other vendors is to come up with a high-quality product that has brand recognition—something that makes customer and distributors (like the Amazon Appstore) take notice. Michel adds, “We’re extremely hopeful for the future and thankful to be a partner [with the Amazon Appstore].”

July 15, 2011


Distinct dev image Recently, we announced a new improvement to the Amazon Appstore Developer Portal:  User Permissions (Developer Portal User Permissions).  This feature allows your organization to assign roles for different responsibilities on your team.  One organization that has fully embraced this tool expansion is game developer DistinctDev, Inc.

DistinctDev, Inc., is a small and energetic development house creating highly-addictive casual game titles – most notably, The Moron Test. 

Recently, DistinctDev Co-Founder and CTO, Steven Malagon, and his brother, Berkeley MalaThe Moron Test smallergon – also the President and CEO – took advantage of structuring their organization using the new permissions.  The only rivalry that existed between these two siblings was one that revolved around Developer Portal access: Berkeley, a self-described “data junkie,” was completely reliant on his brother Steven to “get signed in using his personal Amazon account.”  Without global visibility to all the great functionality of the Developer Portal, it became Steven’s role to debrief the team.  Needless to say, the entire team was very excited to receive the announcement for User Permissions.

Steven said, “The setup was super easy, and it literally took me seconds to enter email addresses and send out the invites for assigned roles.” Berkeley Malagon sees this as “a scalable solution as we move forward and grow as a company…adding new users and assigning access.”

The team at DistinctDev also sees the new User Permissions functionality as a great sign for things to come with the Amazon Appstore.  “The improvements really make it even simpler, organizationally, to upload new titles, and it makes us feel like our feedback is really taken seriously,” stated Berkeley.

This is all good news for Amazon customers as well, who have taken a liking to great quality games, like The Moron Test.  The DistinctDev team cannot wait to see what new enhancements are to come and encourage everyone participating in the Amazon Appstore to take advantage of setting up their permissions.  Berkeley said it best, “User Permissions is spot-on.”

July 13, 2011


AppStoreHQ In addition to merchandising your apps in our store, we often work with media outlets to market Android apps published in the Amazon Appstore for Android.  AppStoreHQ is running a promotion in which they’ll be looking at all new apps submitted to the Amazon Appstore today, July 13th, through July 22nd and selecting five apps to feature on their homepage, in a future AppStoreHQ newsletter, and in their AppESP Android app.  AppStoreHQ’s website has more than a million monthly visits. 

Submit your app to be elligible on the Amazon Appstore here.

July 11, 2011


Tired of having to give colleagues on your team access to your Amazon Appstore Developer Portal account?  Worried about sharing your password for access to the Portal?  Based on developer feedback, we have released a new functionality that will make managing your account even easier: User Permissions.  We understand the need for each organization to have sets of access levels and visibility to the Portal’s functionality.  Now, you will be able to set these permissions for multiple users of the same Developer Portal account.

If you are the Administrator on the Amazon Appstore Developer Portal for your company’s apps, you will have the unique ability to manage permissions and payment information, and oversee all activities which occur under the users authorized for the Developer Portal account.  The assignable roles under the Administrator include:

  • Marketer - Outside of an Administrator - this is the only role that gives users the ability to edit the company profile and content associated with apps (i.e., merchandising and multimedia). Like the Analyst, this role also gives access to earnings reports.
  • Developer - Outside of an Administrator - this is the only role that gives users the ability to upload binaries associated with apps.
  • Analyst - Outside of an Administrator - this is the only role that gives users the ability to view payment reports. Like the Marketer, this role also gives users access to earnings reports.


While there is only one owner-designated Administrator, there is no limit on the number of additional Administrators or sub-roles.  Only the Administrators can easily see all other users associated with the account.  Have a small team where the person handling submissions also oversees marketing strategy?  No problem, users with Administrator privileges can be assigned to more than one role.

The process for assigning roles is simple.  Once you identify everyone who requires access, go to “User Permissions” and enter their email addresses and we will send an invitation email for them to accept access and their role.  Once everyone has accepted, we make it easy to sort by name and role on the Permissions Page for everyone on the team.

  User Permissions Dash blocked out

Finally, we realize that some users do work for more than one organization.  So, we have added a new Account drop-down menu on the Home Page of the Developer Portal—allowing you to manage multiple organization accounts from the same user login.

Account selection

There you go - User permissions granted!  Begin setting up your team today.

June 29, 2011


Note: Effective 08-26-2015 Free App of the Day (FAD) has been replaced with Amazon Underground.

One of the most high-profile features of the Amazon Appstore for Android is the free paid app of the day, or FAD. The primary benefit to you of having your app selected for a FAD spot is increased visibility. First off, there’s the 24 hours of visibility both on mobile and online. Each FAD promotion is complemented by a Facebook post and Twitter tweet the same day. After your app’s time in the FAD spotlight is over, it benefits from being included in the “Most Recent Free Apps of the Day” shoveler on the Amazon Appstore for Android homepage.

Fad 02

In addition to this direct visibility, your app will continue to get post-FAD exposure throughout the store. Because of the increase in app downloads typically associated with FAD, you app is more likely to show up on the product detail pages of other apps in the “Customers Who Bought This Item Also Bought” feature. The recommendations engine is one of Amazon’s strongest shopping features, helping connect customers with the right items across multiple categories. FAD apps also tend to register higher in Amazon Appstore for Android Bestsellers lists.

Fad 03

Apps that can be launched on Android exclusively at the Amazon Appstore for Android or that offer something extra to Amazon customers that they can’t get anywhere else make for particularly intriguing FADs.  Developers with strong brands and a solid portfolio are eligible for multiple FAD inclusions.  For some high-profile apps and games, we may send an e-mail to our customer base.

If you’re interested in recommending your app for FAD promotion, there are a few things to remember:

1.       Only the most recent version of an app will be considered, and your app should appeal to a wide audience.

2.       To maintain a positive customer download experience for non-wifi apps, only apps of 20MB or less will be considered, and no “stub” apps that require additional content download will be considered.

3.       We want to make sure customers know which devices the app will work on, so the app must pass Amazon’s internal testing.

If you’re interested in recommending your regularly paid app for FAD promotion, please completely fill out the Marketing Proposal Form. Pay particular attention to the Proposal Description field, sharing any additional details you believe would help elevate your app in the selection process. In addition, let us know:

1.       How many downloads your app has to date.

2.       The list price of your app.

3.       Any reciprocal marketing (social media, blogs, Amazon Appstore badging, etc.) you are able to offer.

4.       That you understand the requirements for approval.

Our FAD calendar fills up quickly, so be sure to submit your proposal early. Letting us know about an app launch weeks or even months in the future will help us plan accordingly.

If your app is a contender, someone will contact you to offer more details about FAD inclusion and what to expect as your app goes through the approval process. You will only be contacted if your marketing request is under consideration. Please enter a specific marketing request only once.

Free app of the day – it’s more than just a passing FAD.

June 22, 2011


Since we launched, we’ve been seeing an influx of developers submitting their app(s) to the Amazon Appstore for Android – which is great!  After apps are submitted, before they can be published in the store, we run the app through technical and content-focused testing.  The vast majority of apps pass testing quickly and with no issues…to maximize the chances that your app will similarly move through our validation process quickly, we will be posting some best practices for helping your app fly through testing. 

 Let’s take a quick look at the most frequent reasons why apps don’t make it through:

  1. Functionality - The app contains general usability issues that make it difficult to use or prohibits the intended functionality
  2. Interrupts - The app has difficulty handling interruptions, like an incoming phone call, changing the orientation, or random input 
  3. Incorrect Linking - The app links to a store other than the Amazon Appstore for Android
  4. Stability - The app has a memory leak, pegs the CPU, or otherwise Force Closes with frequency
  5. Security - The app requires access to sensitive information, or takes too many liberties with the requested permission set
  6. GUI Issues - The app has a less than ideal user experience; perhaps it does not properly scale to different resolutions or other UI elements do not display properly when interacted with

Because many developers have their Android apps published in other stores and are simply re-using their existing apk, incorrect linking can be an area of confusion.  Apps submitted to the Amazon Appstore must have links pointing to the Amazon Appstore (vs. other Android storefronts).  To help your app(s) fly through testing, incorrect linking is an area you can validate and fix quickly before submitting.

Now, how do you ensure your links point to the Amazon Appstore?  Easy, just follow these simple rules:

  • Identify any intents that open an application’s details page in another app store, such as the following snipper that opens a page in the Android Market


  • Then simply change the URI as specified in the intent.setData call to point to the Amazon Appstore.  Note, this format is useful if you are not sure the user has the Amazon Appstore installed on their device


  • Alternatively, you can use the Amazon Appstore intent and link that way.  This is a more convenient format for developers.


Doing a quick check through your code before you submit your app will ensure you don’t get delayed.  In addition, there are a number of ways you can replace the actual String in the URI call so that you can keep one code base and not have to maintain separate code structures for each store you choose to sell your app in.

We hope you keep the scenarios above in mind as you code, and look forward to even more great apps being submitted.

June 01, 2011


Kevin Barry, the developer behind WidgetLocker, was one of the early developers to submit his apps to the Amazon Appstore for Android – and we’re glad he did! 

WidgetLocker is an app that lets customers customize their lock screen. Users can select from various slider styles or place their own custom sliders and widgets. They can also configure which buttons, such as volume or trackball, are active when the phone is on but locked.

Kevin first heard about the Amazon Appstore in the Android rumor mill. Right around the time he picked up on the buzz, he received an e-mail from us asking him if he’d like to submit his app to our new store. “After I first started engaging with the Amazon Appstore team, I was already impressed,” Kevin said. “They were, and are, always responsive and were able to help me with technical questions. In the Android Market I need to rely solely on the forums for help.”

We decided to run a promotion with WidgetLocker. Here’s what we looked at before selecting this app for a promotion:

  • Was the category popular with our customers? WidgetLocker is in Utilities, which has been a very active category since launch.
  • Did we like the app? While we test every app included in the store, there are some that our team of merchandisers use regularly and like. This was one of them.
  • Did the app already have a few reviews? We can make assumptions about what our customers may or may not like based on overarching behavior in the store, but there’s nothing like hearing directly from customers and what they do or don’t like.

WidgetLocker is also “Test Drive” enabled. This is by no means a requirement for apps we select for promotions, but it is compelling for customers.


Although WidgetLocker doesn’t come with a hefty price tag, it is a paid app. We decided to mark the app down for a limited period of time to entice customers to act NOW. We marked WidgetLocker from $1.99 down to $0.99.  When we do markdowns, it’s not because we want to slash prices – we want to drive behavior. In this instance, we wanted to drive downloads of the app.

After the promotion wrapped, Kevin told us, “To be honest, I didn’t think marking the app down would make a big impact. I’m happy to say I was wrong. The discount seemed to drive a lot of sales. I think if I had just lowered the price to $0.99, it wouldn’t have made the same impact – it was the perception of a sale combined with the marketing around the sale.”

On top of marking down the price, we sent an e-mail about WidgetLocker, along with a selection of other app deals, to a targeted list of customers who had already expressed interest in receiving information regarding Utilities and Productivity apps.

The results were great – during the promotion, WidgetLocker’s sales spiked and they climbed the ranks:


**the app was also #1 overall during the promotion.

On an ongoing basis, we’re monitoring customer activity to merchandise the site and select deals and promotions. Our goal is to keep our customers happy and coming back and to keep our developers happy by getting exposure for their apps as well as driving revenue.

May 31, 2011


Following on the heels of our Android exclusive launch of Chuzzle, today we released Plants vs. Zombies for Android which, for the next couple weeks, Android users can only get in the Amazon Appstore for Android.


If you’re not familiar with Plants vs. Zombies, it’s one of game developer PopCap’s most popular titles.  A mob of fun-loving zombies invades players’ homes and the only defense is an arsenal of  zombie-zapping plants.

In a blog post about “Marketing apps on,” we talked about how we occasionally market apps from our store in other Amazon storefronts, and gave TurboTax as an example.  In addition to featuring apps for Android in other storefronts and, of course, automated marketing, we have a few marketing levers that help apps get discovered.  The big daddy of them all is something we call a “Brand Store.”


Brand Stores are a collection of products by a given brand used across categories at  Because PopCap sells apps for Android, video games, and now digital video games on, we worked with them to create a destination to show all of their goods in one place thus making it easier for PopCap fans to find all of PopCap’s gems (and Chuzzles, and Zombies, and …) in one place.

Brand Stores are appropriate for bigger vendors.  That said, we are constantly working to showcase lesser known vendors and their apps on the Amazon Appstore and other destinations.  We are doing this through promotions, targeted emails, promotions on related items’ pages, and more.  We are dedicated to helping expose small developers' apps. 

So why do we keep banging the drum with these big vendors and better known apps?  It’s simple – we think that by giving our customers exclusive content, great deals, and the brands they know and love, we’ll be able to drive more traffic to the Amazon Appstore and inherently to every app in the Amazon Appstore.

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