The Amazon Mobile Ad Network is growing in Europe, adding two more countries soon after announcing its expansion to the UK with ad content now being delivered in Germany and France. In addition, the Amazon Mobile Ads API has been updated to support the Android advertising ID introduced in Google Play Services version 4.0.
You can use mobile ads to monetize your apps and games in more ways, now that the Amazon Mobile Ad Network is available in Germany and France. Including those from the UK, Amazon fills ad requests from Europe’s top three advertising countries, as well as the US. A strong eCPM and high-quality ads characterize the Amazon Mobile Ad Network, and these carry over to all supported countries. Amazon sets a high bar for banners, rich media, and interstitials, generally leading to better conversion and higher revenue.
Google recently announced the creation of a new Android advertising ID. Under Google’s updated ad policy, beginning August 1st, all updates and new apps uploaded to the Google Play Store must use this ID for advertising purposes (when available on a device) in lieu of other device identifiers. The Amazon Mobile Ads API provides support for the Android advertising ID, so incorporating it into new projects or transitioning existing apps is straightforward.
Note that effective July 1st, the rights and obligations of our European affiliate, Amazon E.U. S.à.r.l., under the Amazon Mobile Ad Network Publisher Agreement were assigned to a different European affiliate of ours, Amazon Europe Core S.à.r.l. Please ensure that future communications regarding the Amazon Mobile Ad Network are addressed to the following address, and that any VAT invoices relating to the Amazon Mobile Ad Network reflect the proper VAT registration number for Amazon Europe Core S.à.r.l., as noted below:
Amazon Europe Core S.à.r.l. 5 Rue Plaetis, L-2338 Luxembourg, Luxembourg VAT Registration Number: LU 26375245
Please also make sure you amend EC Sales Lists if you file these. We updated the Publisher Agreement to reflect the change above, effective immediately. For a summary of what’s different, refer to Changes to Mobile Ad Network Publisher Agreement.
To take advantage of this new international expansion and support for Google’s Android advertising ID, you must integrate Amazon Mobile Ads API version 5.4.46 or above into your mobile app or game.
We recently had the chance to talk to developers from across Europe and the United States about their experience with Amazon. They shared their insights on monetization, customer acquisition, ease of submission, and the marketing of their apps.
You can also check out some of the highlights from the video below:
According to an IDC survey of 360 developers sponsored by Amazon, 74% of the surveyed developers said that Average Revenue per App/User is the same or better (38%) than other platforms. Sebastien Borget, CEO and Co-founder at Pixowl, and Stephan Berendsen, Founder and President at BBG Entertainment, were excited to see their apps monetize better on a per-user basis than on competing platforms.
‘Revenues Per User on Kindle are for us up to 4x times higher than on Google Play’ Sebastien Borget, CEO and Co-founder, Pixowl
Stephan points out that Amazon customers are used to paying for content and that the standard Amazon one-click payment method makes purchasing apps even easier for customers.
To tap into this customer pool and leverage the monetization potential, Ben Howard from Viewranger actively uses the Amazon Appstore capabilities available and has added the Amazon Appstore badge to their website to leverage the Amazon brand with its customer base.
“It’s a very unique device and comes with a lot of brand recognition. We get to use the Kindle Fire logo, we get to say that the app is available on their platform, which just means that more and more people are going to use our app.” Ben Howard, App Marketing and Sales Executive, Viewranger
The IDC survey also noted that 65% of surveyed developers are experiencing total revenue on the Kindle Fire on par or better than other platforms. And since most Android apps just work on Amazon Appstore without any additional development, it’s a great time to get started. Sign up for a free developer account here.
Additional resources on getting started
Last year, we launched Amazon Coins in the US, UK, and Germany. As of today, Amazon Coins are available to even more customers in Europe as we are expanding the program to France, Spain, and Italy. We’re giving millions of Euros (100 Coins = €1) worth of coins to customers in France, Italy, and Spain, so this is a great time to submit new apps to the Amazon Appstore and ensure your existing apps are available for distribution in these countries.
Amazon Coins allows Amazon customers to buy and enjoy Android apps and in-app items at a discount, with savings of up to 10%. As a developer, you are paid whether your apps or in-app items have been purchased with Amazon Coins or another payment method, and you’ll continue to get your full 70% revenue share. Since the launch of Amazon Coins in the US, UK, and Germany, customers have already purchased hundreds of millions of Amazon Coins and are actively using them on Android phones and tablets, including Kindle Fire devices, representing real dollars to developers.
Kindle Fire owners will receive 500 free Coins automatically in their accounts and, for a limited time, users of the Amazon Appstore on Android phones and tablets will receive 500 Coins once they’ve updated the client and downloaded an app. During the promotion, you’ll have additional opportunities to boost your sales while customers enjoy buying apps with their free Coins. We ran a similar promotion after we launched Coins in the US, UK, and Germany, and developers gave us positive feedback about the monetization they achieved in conjunction with the promotion. Here’s what a few of them had to say:
“Sales went up 10-fold (1000%) for about a week during the Amazon Coins promotion and 500% afterwards.” –Barnstorm Games
“We saw a significant increase in revenue after the Amazon Coins announcement. Revenue from Amazon Coins during the launch week was higher than previous week’s revenue. What was also interesting is that our cash receipts also saw a lift from Coins.” — Halfbrick Studios Pty Ltd
“Our SMS texting and calling app revenues grew more than 300% on Kindle Fire the day after Amazon Coins went live, with a staggering 78% coming from Coins. We’re convinced that this virtual currency makes sense for developers no matter what category their app is in; it certainly does for us.” — textPlus, Inc.
We continue to receive positive feedback from developers about the monetization they see on Amazon and their ability to connect with new customers via Amazon Appstore. Learn what developers like Pixowl, TuneIn, and Toca Boca have to say in our latest developer blog.
To benefit from Amazon Coins, you do not need to integrate an API. If your apps are already available on the Amazon Appstore and available for distribution to customers in France, Italy, and Spain, you’re already set. If you have new apps and games that are still in development, then you’ll want to submit them soon to take advantage of this promotion. If you have a new Android app, we’ve found that 75% of Android apps we’ve tested just work on Amazon Appstore, with no coding changes required. Test your APK in less than 10 minutes with our drag-and-drop testing tool. It’s also a good idea to ensure your apps are available in France, Italy, and Spain, which you can check from your account on the developer portal.