Press release

Amazon Appstore Announces In-App Purchasing Service for Kindle Fire and Other Android Devices

April 10, 2012 at 9:03 AM EDT

Developers can now offer digital content and subscriptions within apps and games using Amazon’s 1-Click purchasing

SEATTLE--(BUSINESS WIRE)--Apr. 10, 2012-- (NASDAQ:AMZN) –, Inc. today announced an In-App Purchasing (IAP) service, making it easy for Amazon Appstore developers to offer digital content and subscriptions for purchase within apps and games that are available on millions of Kindle Fires and other Android devices.

Amazon Appstore’s In-App Purchasing service is simple for developers to integrate and helps monetize their apps and games, while offering customers a seamless and secure 1-Click purchasing experience. Top developers including ZeptoLab, Disney, Glu Mobile Inc., Storm8, Social Gaming Network, Gameloft, G5 Entertainment Inc., and top publishers like Condé Nast, Dow Jones and New York Post, have already integrated Amazon Appstore’s In-App Purchasing API and are offering millions of Amazon customers in-app content and subscriptions. To learn more, developers can watch a video about Amazon’s In-App Purchasing service at To find the Quick Start Guide, sample code, tutorials and FAQs, visit the Amazon Appstore Developer Portal at

“Amazon Appstore’s In-App Purchasing service enables developers to generate more revenue from their apps,” said Aaron Rubenson, Director of Amazon Appstore. “In-App Purchasing is simple to integrate and gives developers access to millions of Amazon customers who are already familiar with Amazon’s 1-Click payment system. Many of Amazon Appstore’s customers have shopped with Amazon before and they trust Amazon’s easy payment process, which leads to higher conversion of developers’ in-app content and subscriptions.”

G5 Entertainment

“We found that by offering a product with IAP, rather than other monetization types, our conversion rates went up, as did our revenue, on a per-title basis,” said Larissa McCleary, Director of Marketing at G5 Entertainment, Inc., creator of Virtual City Playground and Mahjong Artifacts. “Although our experience on Amazon has always been great, we are thrilled now that IAP is available.”

Social Gaming Network

“Amazon’s In-App Purchasing solution created a great way for us to reduce friction and drive more revenue from our games, as millions of people already have Amazon accounts,” said Michael Ritter, Senior Vice President Licensing & Distribution at Social Gaming Network, maker of Warp Rush, Dress Up Fashion, Bird’s the Word, and Night of the Living Dead Defense. “Kindle Fire already has a well-integrated store front and marketplace to distribute mobile games. By enabling in-app purchases we are able to be more flexible in pricing. We can release free games, provide updates and enhancements, and continue to monetize.”


“With Amazon’s impressive track record and tremendous success with the Kindle, we knew the Appstore would be a hit, so we signed up right away. And when we heard that Amazon was launching the SDK with In-App Purchasing, it was a no-brainer for us to integrate,” said Perry Tam, CEO and Co-Founder at Storm8, producer of games such as Restaurant Story, Bakery Story, Farm Story, Fashion Story. “Our experience with the Amazon Appstore has been great. We were thrilled when they decided to add In-App Purchasing support to their SDK, and the Amazon team worked closely with us throughout the beta test for this feature. Our games quickly gained traction on the platform; all of the Storm8 apps hit the Appstore’s Top 10 list within a week of launching.”

New York Post

“By integrating In-App Purchasing, our goal was to offer Amazon’s frictionless purchasing experience to our customers. This includes the ability for customers to easily subscribe using 1-Click, take advantage of a 14-day free trial, and to auto-renew,” said David Rozzi, Director of Digital Projects at New York Post. “We’re excited about the results so far, and we look forward to continuing to provide content to customers on Kindle Fire and other Android devices.”

Mobile Deluxe

“Implementing the Amazon Appstore for Android In-App Purchasing solution was a piece of cake. We were able to turn it around and get it into internal testing within a few days’ time,” said Sean Thompson, Vice President of Production, Mobile Deluxe. “The documentation was top notch and the SDK contained everything we needed to test the implementation.”


"The Amazon Appstore SDK made it easy for us to enable Digital Publishing Suite to support in-application purchasing of both single issues and subscriptions of digital magazines on Kindle Fire," said Zeke Koch, Senior Director, Product Management, Digital Publishing at Adobe. "Amazon’s well-designed API and rapid support allowed us to help our enterprise publishing customers be first on the Fire.”

To see how simple it is to integrate, developers can watch a video about Amazon’s In-App Purchasing service at Several of the In-App Purchasing beta test participants will share best practices via the Amazon Appstore Developer Blog at and on Twitter (@amznappstoredev). Learn more about Amazon Appstore Developer Services and submit apps online through the Amazon Appstore Developer Portal at

About Amazon Appstore for Android

The Amazon Appstore for Android is where customers can find, discover and buy thousands of apps using Amazon’s convenient and trusted shopping features, including personalized recommendations, customer reviews and bestseller lists. Customers can access the store directly on Kindle Fire, from any computer, or on an Android phone or tablet. Amazon Appstore has a broad selection of paid and free apps and games, including established bestsellers and new apps from top-tier brands. More apps and games are added daily and the Amazon Appstore offers customers a great paid app for free, every day.

About, Inc. (NASDAQ:AMZN), a Fortune 500 company based in Seattle, opened on the World Wide Web in July 1995 and today offers Earth’s Biggest Selection., Inc. seeks to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. and other sellers offer millions of unique new, refurbished and used items in categories such as Books; Movies, Music & Games; Digital Downloads; Electronics & Computers; Home & Garden; Toys, Kids & Baby; Grocery; Apparel, Shoes & Jewelry; Health & Beauty; Sports & Outdoors; and Tools, Auto & Industrial. Amazon Web Services provides Amazon’s developer customers with access to in-the-cloud infrastructure services based on Amazon’s own back-end technology platform, which developers can use to enable virtually any type of business. The new latest generation Kindle is the lightest, most compact Kindle ever and features the same 6-inch, most advanced electronic ink display that reads like real paper even in bright sunlight. Kindle Touch is a new addition to the Kindle family with an easy-to-use touch screen that makes it easier than ever to turn pages, search, shop, and take notes – still with all the benefits of the most advanced electronic ink display. Kindle Touch 3G is the top of the line e-reader and offers the same new design and features of Kindle Touch, with the unparalleled added convenience of free 3G. Kindle Fire is the Kindle for movies, TV shows, music, books, magazines, apps, games and web browsing with all the content, free storage in the Amazon Cloud, Whispersync, Amazon Silk (Amazon’s new revolutionary cloud-accelerated web browser), vibrant color touch screen, and powerful dual-core processor.

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Forward-Looking Statements

This announcement contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Actual results may differ significantly from management’s expectations. These forward-looking statements involve risks and uncertainties that include, among others, risks related to competition, management of growth, new products, services and technologies, potential fluctuations in operating results, international expansion, outcomes of legal proceedings and claims, fulfillment center optimization, seasonality, commercial agreements, acquisitions and strategic transactions, foreign exchange rates, system interruption, inventory, government regulation and taxation, payments and fraud. More information about factors that potentially could affect’s financial results is included in’s filings with the Securities and Exchange Commission, including its most recent Annual Report on Form 10-K and subsequent filings.

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