Submitting Apps to the Amazon Appstore

Follow these guidelines when filling out the app submission application for the Amazon Appstore.


You will need to perform the following tasks before you will be able to successfully submit your app to the Amazon Appstore:

Overview of the Amazon Appstore Submission Process

This page provides a walkthrough of the Amazon Appstore app submission process for Android mobile apps. To submit an Android app, you will need to log in to your developer account, create a new app, and enter the required information on six different tabs. After filling out the information for a tab, remember to save that tab before moving on to the next tab. Once all required information is saved for a tab, the Developer Portal displays a green checkmark for that tab. You will not be able to submit your app until all six tabs are showing green checkmarks.

The app submission process has the following steps: 1. Log in and create your app. 2. Enter General Information for your app. 3. Enter Availability & Pricing Information. 4. Enter App Descriptions. 5. Upload Image and Media Assets 6. Assign a Content Rating 7. Upload APK File(s) 8. Associate a Security Profile (GameCircle and Amazon Device Messaging Only) 9. Submit Your App

Use the instructions below to determine what information is required for your own app and how to best fill out the submission forms to facilitate approval of your app.

Step One: Log in and Create Your App

The first step of the app submission process is to log in to the Amazon Apps & Games Developer Portal using your developer account and then create a new app.

To begin the submission process:

  1. Log in to your developer account on the Amazon Apps & Games Developer Portal.

    Once you sign in, the Developer Portal displays the Dashboard page for your account. The bottom portion of the page lists of all apps that you have previously created.

  2. To create a new app, scroll to the bottom of the Dashboard page and click the Add a New App button.

    You will be prompted to select a platform: Android, Mobile Web, or PC & Mac

  3. Select Android.

    The portal displays a page for entering basic information about your app.

Step Two: Enter General Information for your App

The first screen after creating your new app contains text fields to capture general information about your app.

For Android apps, enter the following information:

  • App title (required): Enter your app’s title. Amazon customers see this information in the Appstore and in certain locations on Fire tablets and other Android devices.
  • App SKU (optional): A unique-to-your-app string that you define yourself. The SKU (Stock Keeping Unit) becomes the ID for your app for your own tracking purposes, for example, “”. SKUs are case-sensitive. The SKU has a max length of 150 characters and can contain the characters a-z, A-Z, 0-9, underscores, periods, and dashes. Amazon does not require or use the app SKU. However, adding a unique identifier, such as “.v1”, can help you keep track of multiple versions of your app.
  • Category (required): Select an app type and subtype by using the pull-down menus. This information helps customers find apps like yours. For more information on Amazon Appstore categories, see Choosing a Category for Your App.
  • Category Refinements (optional—only shown if available): Select any of the refinements that apply to your app. This information helps customers find apps like yours. For more information on Amazon Appstore category refinements, see Choosing a Category for Your App.
  • Customer support contact (optional): If you have configured a customer support email address, phone number, and website in your profile, you can optionally select the Use my default support information checkbox to copy that information. If you do not select the checkbox to copy the default information, you must enter an email address, phone number, and website in the following text fields.
  • Customer Support email address (required): Enter an email address where customers can contact you.
  • Customer Support phone (required): Enter a phone number where customers can contact you.
  • Customer Support website (required): Enter the URL for your app’s support website.
  • Privacy policy URL (optional): If your app includes account creation or otherwise collects personal information from users, you must enter an URL for your app’s privacy policy.

When finished, click Save.

General Information tab displays, containing the information that you supplied on the previous screen. If you need to make changes, click the Edit button. You can make changes at any time before you submit your app.

Click the Availability & Pricing tab.

Step Three: Enter Availability & Pricing Information

Use the Availability & Pricing tab to specify where to sell your app and the app’s list price (if applicable).

To enter availability and pricing information:

  1. Click the Availability & Pricing tab to open the tab.

  2. For Where would you like this app to be available?, select either In all countries where Amazon sells apps (default value) or select a specific set of countries and/or regions.

    To view a list of countries and territories where Amazon currently sells apps, see Countries & Territories Eligible to Shop for Apps.

  3. For Are you charging for this app?, select either No, this is a free app (default) or Yes, my base list price is… and then enter a base list price and currency from the drop-down menu. You also have the option of allowing Amazon to calculate list prices for you for other countries.

    The minimum base list prices are as follows:

    • Australian dollar (AUD): $0.99
    • Brazilian real (BRL): R$1.99
    • Canadian dollar (CAD): $0.99
    • Euro (EUR): €0.69
    • Japanese yen (JPY): ¥85
    • Pound sterling (GBP): £0.59
    • United States dollar (USD): $0.99
  4. Answer whether Has this app already been released?:

    If your app has been previously released in another app store, choose Yes and specify which app store and when it was published. (Default is No.)

  5. In the When would you like this app to be available on Amazon? field, specify when you would like the app to be available in the Amazon Appstore.

    Leaving this field blank (default) enables Amazon to sell your app as soon as it has passed Amazon’s testing.

    If you want to control the release date for your app, use the calendar control to select an availability date.

    In addition to providing a date, you can also specify a time that the publishing process, which takes at least one hour, should begin. The time does not specify when your app will be live and available for customers. If you need to change this date at a later time, please file a request via Contact Us.

  6. Click Save.

    Amazon will check all fields on the tab to confirm that the required fields are complete. If so, a green check mark will appear on the Availability & Pricing tab to indicate that you can continue to the next tab.

Step Four: Enter App Descriptions

Use the Description tab to provide long and short descriptions for your app’s listing and to communicate the special features of your app. For Amazon Underground apps, use the fields on this tab to call out what is free in the Underground version of your app versus other versions of your app.

To enter your app’s description and other listing information:

  1. Click the Description tab and fill out the fields on the tab.
  2. Language (required): Displays the default language for your app. All apps except those originating in China require an English (U.S.) translation.

    To add another translation, click the Save and Add a Translation button. You will need to select a language fill out all of the required information on the Description tab in the new language.

  3. Display Title (required): Enter the app title that will be displayed in your app’s listing.

    The display title should be brief and does not have to be the same as the App Title field on the General Information tab.

  4. Short description (required): Enter a short description of your app that is appropriate for mobile devices.

    The maximum length is 1,200 characters, but Amazon recommends a much shorter description.

  5. Long description (required): Enter a description of your app that is appropriate for use on the Amazon Appstore. The maximum length is 4,000 characters.

  6. Product feature bullets (required): Type three to five key features of your app, one per line.

    Press Return after each feature. The Dev Portal will automatically convert each item to a bullet item each time that you press Return.

  7. Keywords (optional): Enter comma-separated search terms that will help customers find your app in the Amazon Appstore.

  8. Click Save.

Step Five: Upload Images and Media Assets

Use the Images & Multimedia tab to specify the images that represent your app on Amazon product detail pages and in the device user interface. Amazon also uses these images and videos to promote your app.

To add images and multimedia to your app submission:

  1. Click the Images & Multimedia tab.

  2. Read through the Image Guidelines for Appstore Submission and upload the required images for your app.

  1. When you are finished uploading image assets, click Save.

Step Six: Assign a Content Rating

Use this tab to define a content rating for your app. Amazon uses these ratings to target your app to appropriate audiences. An inaccurate representation of your app’s content could cause your app to fail Amazon’s testing process, or could cause Amazon to remove your live app from the Amazon Appstore.

To define a content rating for your app:

  1. Click the Content Rating tab.

  2. Under Subject Matter, for each of the listed categories, select the radio button in the column that best describes how often your app makes use of or refers to the listed item:
    • Light to moderate means that the item occurs once or rarely and is not fundamental to the overall purpose and/or intent of the app. 
    • Strong means the item occurs regularly and is fundamental to the overall purpose and/or intent of the app.
  3. For Academic, choose Yes or No to indicate whether your app is for educational purposes.

    Use your judgment to decide whether your app is Academic or not. Amazon does not have any specific criteria to enforce the use of this tag.

  4. In the Additional Information area, select Yes or No for each of the options. Making the appropriate selections here will shorten your app’s review period:
    • Account creation or other personal information collection
    • Advertisements
    • Is your app directed at kids under age 13?
    • Gambling
    • Location detection or Location Based Services
    • User Generated Content or User to User Communication
    • Privacy Policy URL
  5. Click Save.

Step Seven: Upload APK File(s)

Use the Binary File(s) tab to set permission and device support options, and to upload your APK file to the Amazon Appstore.

In addition to specifying which devices are supported by your app on the Binary File(s) tab, your Android Manifest file should be configured to specify which devices are supported. See Getting Started with Device Targeting.

Uploading an APK File

To upload your app’s APK file and set permission and device support options:

  1. Click the Binary File(s) tab to upload the APK file(s) for your app.

  2. For Apply Amazon DRM? (required), choose Yes (Recommended) or No.

    When your app starts, it communicates with the Amazon Appstore client to determine whether the current user is entitled to use your app. If you select Yes (Recommended), the Amazon DRM is enabled, and your app will only run if the signed in user has an entitlement to your app. If you select No, DRM is not enabled and the app will run no matter who is signed in. Your app will always communicate with the Amazon Appstore client when it starts, even if you choose not to apply DRM.

    Regardless of whether you choose to apply Amazon DRM, Amazon wraps your app with code that enables the app to communicate with the Amazon Appstore client to collect analytics, evaluate and enforce program policies, and share aggregated information with you.

    The Amazon DRM is not tied to the key you used to sign your app. Amazon removes your signature and re-signs your app with an Amazon signature that is unique to you, does not change, and is the same for all apps in your account.

  3. For Binary file (required): Drag and drop or browse to your app’s APK (also called a binary) file onto the Upload Binary box.

    After Amazon’s next publish cycle (about every 30 to 90 minutes), you should receive an email from Amazon indicating that your binary was uploaded successfully.

    When you return to the Binary File(s) tab, you should see your file.

  4. For Device Support (required), after uploading your APK file, indicate which devices are compatible with your APK.

    You can use the Device Support options in the Binary File(s) tab to see which devices are compatible with your app, and if your app manifest settings have filtered out any devices. If necessary, you can manually filter out Android devices that have known compatibility issues, without having to re-submit a new APK file.

    By default, device support is turned on for all Amazon Fire Phone and Fire Tablet devices, and all non-Amazon Android devices, including BlackBerry 10 devices. However, you must explicitly turn on support for Amazon Fire TV devices. If you turn on support for a Fire TV device, you must also indicate which types of controllers are supported.

    • Fire tablet and Fire TV support: To edit the list of supported Amazon devices, click the Edit device support link next to the device category, then toggle device support on (green) or off (gray) as appropriate for your app. Use the tabs at the top of the dialogue to move between categories. Click OK when done.

    • Non-Amazon Android devices: To provide additional avenues of distribution for app developers, the Amazon Appstore is available on non-Amazon Android devices. To edit the list of supported devices for your app, use the Device Support Summary to review the total number of devices that are Supported (compatible), Excluded (manually de-selected) and Unsupported (incompatible based on your manifest settings). Click the Edit device support link next to the device category, then toggle device support on (green) or off (gray) as appropriate for your app. Use the tabs at the top of the dialogue to move between categories. Click OK when done.

    At the bottom of the Device Support dialog, note the setting for All other Android devices, which allows your app to be distributed to any other Android devices, not explicitly listed, including future compatible Android devices. This setting is enabled by default.

  5. Language Support (required): Select the at least one language supported by your binary. (Default is English.)

  6. Export Compliance (required): Accept the export compliance statement by selecting the checkbox to confirm that your app complies with applicable export and import regulations.

  7. Binary Alias (required): Provide a unique name for your APK file, which will be used internally and not seen by customers. Amazon automatically provides a default name for this field.

  8. Testing instructions (optional): Use this field to communicate with the Amazon testing team. For some apps, you may leave this field blank.
    • All Apps: If your app has difficult-to-discover features, include directions here for finding those features. Also, if you need to resubmit your app based on feedback from Amazon, or if your app needs user credentials or other information for testing, you can use this field to respond to the test report emails you receive from Amazon.
    • Apps with login credentials: If your app requires users to log in before successfully launching and using the app, include a set of test credentials for the Amazon test team to use. If Amazon cannot successfully launch your app during testing, the app will be rejected.
  9. Click Save

Uploading Multiple APKs for Device Targeting

If you optionally optimized your app for different devices and made use of multiple APK files, use the Save and Add a Binary button to upload another APK file for this app. For more information about using multiple APKs for different devices, see Getting Started with Device Targeting.

Step Eight: Associate Your App with a Security Profile (GameCircle or Amazon Device Messaging Only)

If your app uses either GameCircle or Amazon Device Messaging features, you must associate your app with a security profile before submitting it to the Amazon Appstore. If your app uses GameCircle or Amazon Device Messaging and you do not associate your app with a security profile, your app will fail Amazon’s testing process.

To associate your app with a security profile, follow these steps:

  1. From any tab in the app submission workflow, click the Security Profile link, which is located in the row of links just below the large title for your app.
  2. On the Security Profile page, select the radio button of the security profile that you want to apply to your app. (You should have already created a security profile as part of testing your GameCircle or Amazon Device Messaging integration.)

    An Attention dialog box pops up with the following message: Applying a security profile to an app cannot be undone. Are you sure you want to apply this Security Profile? If you are sure you want to apply the selected security profile to your app, click Apply Profile.

  3. On the Security Profile page a confirmation message states, “<App name> is associated with the <security profile name> security profile.” Your app is now successfully associated with a security profile.

Step Nine: Submit Your App to Amazon

Once you have successfully entered the required information on all six tabs, the Dev Portal will display green check marks on all tabs and enable the Submit App button. You can now complete the app submission process.

Click Submit App button to submit your app.