The launch of Amazon Underground was front and center this week, and we’ve seen a lot of excitement about apps and games that are #ActuallyFree. Amazon Underground customers will find 100% free versions of popular premium titles like Office Suite Professional 8 and Fruit Ninja and popular titles with in-app purchases like Frozen Free Fall, Star Wars Rebels: Recon Missions, Angry Birds Slingshot Stella, and many more.

Tom’s Guide wanted to see what all the fuss was about, so they tried out the Amazon Underground game Jetpack Joyride, and says “The real magic comes in the form of free in-app purchases” and “There is no limit on the number of in-app purchases you can make, and you can buy items repeatedly, depending on whether the app allows it. That’s a huge perk.” Some developers wonder: what’s the catch? There is no catch. An article on TechCrunch hits this home when it notes, “…the “actually free” program isn’t a one-off promotion and that the company is committed to this program.”

OK, so now you’re wondering: why is Amazon doing this? In an article on CNBC, mobile Analyst Jack Kent says, “By paying for the apps, Amazon is showing that the app store's role is part of a bigger strategy to drive users into its ecosystem”. Developers like Amazon Underground too. Alok Rodinhood Kejriwal, Co-Founder and CEO of Games2Win says, “I believe Amazon Underground is a massive game changer for the Casual Gaming Business…” and then notes that Amazon Underground “…validates that 'time spent' is the most 'scalable, relevant and indexable' metric to reward mobile games consumption.”

VentureBeat thinks this is good for developers too, noting, “If the new model takes off, it could provide an interesting path to revenues for companies that are struggling with microtransactions in the free-to-play business model, where players can get a game or app for free and then pay for in-app items.”. We agree. One of the most important objectives of this program is to help developers make more money.

Check out all the articles below.

Is Amazon Underground App Store Worth It?

Mobile gamers are about to get a huge bonus. Amazon's new store Underground is like a black market for Android apps, giving you dozens of paid apps for free. Even in-app purchases in some free apps on Underground are available at no cost. Read more

Amazon Underground Features An Android App Store Focused On “Actually Free” Apps

While the company already had the Amazon Appstore, Amazon Underground is a brand new app that can potentially replace both the Amazon app as well as the Appstore. In particular, the new app lets you download premium apps for free. Here’s how it works. Read more

Amazon’s new app lets you get paid apps for free

Amazon is launching a new app for Android users that offers usually paid-for apps for free, with the U.S. e-commerce giant footing the bill. The app, called Amazon Underground, offers its usual shopping features and is effectively a shopping site as well as an app store. But the big hook is that the Amazon is offering users popular apps that would normally have to be paid for on the rival Google Play store. Read more

Amazon Underground – Amazon gets it right!

I was pleasantly surprised to see an e-mail from Amazon informing game developers about the launch of Amazon Underground. Simply explained, it's a new program by Amazon that rewards game developers by the amount of TIME players spend in their games. As a founder of a Mobile Games Company with over 65 million downloads, I believe Amazon Underground is a massive game changer for the Casual Gaming Business. Read more

Amazon Underground offers new business model for apps and games based on pay per usage

The Amazon Underground app for Android launched today with a new business model. The in-app items, which are usually available for purchase, are available for free in the games and apps available in Underground. Amazon will compensate the developers based on pay per usage. Read more

Getting Started is Easy

Developers interested in publishing apps and games for Amazon Underground just need to Register for a free developer account and submit your paid or IAP-supported Android app. You can learn more in the eligibility and submission checklist.

Apps are free for customers and you start earning revenue for every minute customers use your Amazon Underground app.

Follow us @AMZNUnderground and get started at developer.amazon.com/underground

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