Amazon launches Device Targeting to slash Android app catalog fragmentation

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Amazon is introducing Device Targeting, enabling its Appstore for Android developer partners to tailor APKs (the file format used to distribute and install software onto Android devices) for specific smartphones and tablets.

"While it is easy to support optional APIs and device capabilities within a single binary, you may decide that it is easiest for your apps to generate different binaries for the Kindle Fire and Kindle Fire HD," Amazon's Mobile App Distribution Blog states. "For each title, you can now offer separate APKs for Kindle Fire, Kindle Fire HD 7", Kindle Fire HD 8.9" and general Android (all non-Amazon) devices."

According to Amazon, Device Targeting eliminates the need for developers to offer multiple versions of the same application, consolidating all download metrics, reviews and page views in a single app and improving the title's search and relevancy rankings. In addition to reducing catalog fragmentation, Device Targeting also promises to minimize consumer confusion by directing them to the app version appropriate for their particular device.

"Say a customer owns both a Kindle Fire HD device and an Android mobile phone," Amazon explains. "The customer downloads or purchases one of your apps on their Kindle Fire HD device. When the customer moves to their Android mobile phone, the correct APK is delivered based on screen and size density, OpenGL compression format, and API version--a by-device optimized customer experience. Customers will appreciate not having to sort the differences between Kindle Fire and regular editions of your app." For more on implementing Device Targeting, click here.

Amazon Appstore for Android opened to U.S. consumers in March 2011, promising a user experience rooted in the company's e-commerce and marketing expertise--last month, Amazon expanded the storefront to the U.K., Germany, France, Italy and Spain, enabling developers to target international consumers via localized storefronts customized for each nation's audience.

Amazon recently announced that the number of developers building apps for Appstore for Android has more than doubled over the last year, crediting the growth to monetization features like its signature 1-Click Purchasing mechanism and in-app purchasing options. The digital commerce giant adds that the average in-app transaction now yields more than twice the revenue of the average premium app purchase.

For more:
- read this Amazon Mobile App Distribution Blog entry

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