Amazon’s promotion only applies to new apps, which essentially apply to ads that run as full-screen interstitial formats alongside "in-app" actions such as a swipe at a natural transition at a new game level. Developers will determine the success of Amazon’s offer based on whether it boosts their app discoverability and drives downloads and revenues to offset development costs.
Cotter remains hopeful.
“They have a much different perspective on their app store than iOS or Google Play,” he said. “The idea of helping developers drive people to their products through more traditional marketing [metrics such as] CPMs and CPAs is actually pretty novel and fresh. It’s an area where Amazon, because of their retail footprint and their number of customers, can easily siphon from their retail sites into their app store, if they decide to do that."
Collectively between the iOS and Google Play app stores, there are more than 2 million applications compared to Amazon's 240,000. While iOS and Google Play rely on mobile engagement metrics such as number of downloads, repeat sessions and upgrades, Amazon's ecommerce data could feasibly add a rich layer of product, purchase or in-app payment insights.
What Cotter and other developers are looking for now is greater scale across the board.
"Will those successes multiply into hundreds of thousands of developers reaping benefits [with a] self-service kind of program that runs on its own so they can scale and develop?" he said. "That’s what I think we’re still waiting to see and the necessary piece was really the Fire Phone because it will attract a whole new set of developers beyond just Kindle Fire developers."