Interested in offering your apps and games to Amazon customers? Learn how to grow your mobile app or gaming business by offering your app to millions of Amazon and Kindle Fire customers. This talk will provide an overview of selling your app on Amazon and resources to help you engage customers and monetize, including an overview of the GameCircle and In-App Purchasing APIs. Plus, hear tips for building relationships with Amazon customers and creating the killer app for Kindle Fire by optimizing your mobile apps and games for Kindle Fire tablets.

4. Monthly Unique Visitors Avg. Daily Unique Visitors Avg. Visits per
Active Global Customer
Visitor per
Accounts: (US): (US): Month (US):
180MM 85MM 5.2
1 2 2
10.6MM
2
Age Composition of Amazon Household Income of Amazon % of Amazon Shoppers Who have
Unique Visitors2 Unique Visitors2 Made an Online Purchase2
9%
48%
34%
36% 39%
36% 33%
28%
21%
16%
0-18 18-34 35-44 45+ <$50 $50-$200 $200+
<$25K $25K-$75K $75K +
Amount Spent
Note: Active Customer Accounts are unique email addresses that have placed an order in the last 12 months
Sources: 1. Amazon Investor Relations; 2. ComScore PlanMetrix June, 2012.

6. Date Event
March 22, ‘11 Launched online store and Android client on March 22, 2011
Nov. 15, ’11 Shipped Kindle Fire (1st Generation)
April 10, ’12 Launched in-app purchasing SDK in general availability
July ‘11, ’12 Launched GameCircle API for Kindle Fire
Sept. 6, ’12 Shipped Kindle Fire HD (7”) and New Kindle Fire
Sept. 6, ’12 Launched Amazon Maps SDK in general availability
Oct. 23, ’12 Shipped Kindle Fire HD in the UK, DE, FR, IT, and ES
Oct. 24’, ’12 Announced JP expansion for Kindle Fire

8. Kindle Family

24. • Amazon Appstore revenue per active user is 89% of iTunes App Store revenue per user based on a study of top-ranked
apps with similar merchandising exposure and pricing across platforms. All apps studied monetized through in-app
purchases.
• “Amazon controls its own store, commanding among the largest aggregations of consumer credit card accounts on the
planet. Upon launching the Kindle Fire, consumers must either link to their Amazon account or enter credit card
information. This makes the user base 100% payment enabled.”
• “Amazon’s go-to-market strategy for the Kindle Fire is ground breaking among the Android guard. With its offering,
Amazon takes the focus away from the device and operating system, emphasizing content, a differentiated consumer
experience and commerce"

25. TinyCo Blog, Treat Android as a first-class citizen... it'll pay off!, April 19, 2012

26. "Amazon's well-designed [In-App “The [GameCircle API] is a great way to keep
Purchasing] API and rapid support allowed our fans engaged by offering them more
us to help our enterprise publishing opportunities to play the game, and an
customers be first on the Fire." intuitive platform to connect with new
players.”
Zeke Koch, Adobe Systems Keith Shepherd, Co-Founder of Imangi Studios
"Implementing the Amazon Appstore for “Since we have had such success with
Android In-App Purchasing solution was a Amazon, when GameCircle was introduced,
piece of cake. We were able to turn it it was a no-brainer, we added it to our apps
around and get it into internal testing within right away.”
a few days' time."
Sean Thompson, Mobile Deluxe Suli Ali, TinyCo

27. 35%
30%
25%
20%
15%
10%
5%
0%
$0.99 $1.99 $2.99 $3.99 $4.99 $5.99 $6.99 $7.99 $8.99 $9.99
% of Total Assortment % of Item Units Ordered

28. 8.00
7.00
Avg. Orders-per-Customer
6.00
5.00
4.00
3.00
2.00
1.00
-
0 5 10 15 20 25 30 35
Number of IAP Items for Sale
Note: Orders per customer was calculated using only those customers who have made an IAP purchase

29. IAP Purchases by Hour
0 24 48 72 96 120 144 168 192 216 240 264 288 312
Hours Since App Download

41. Before After
• Utilize a tablet layout
• UI layout
• Application controls
• Font and button sizing
• Take advantage of extra
screen space
• 7” and 8.9” screen size
considerations
• Use a density
independent UI design

42. • Use appropriate hardware and software capabilities
• 4G LTE, location based services (LBS), camera / video, etc.
• Remove or disable phone-based features
• Include high-definition assets
• Incorporate sensor-based orientation controls
• Avoid touch target conflicts with the Kindle Fire soft keys
• Focus on fluidity and performance
• Incorporate CPU / GPU optimization as appropriate
• Optimize start-up time and customer experience
• Localize content for international distribution

44. AWS IAP Maps GameCircle
SDK for Android Offer digital Interactive maps Leaderboard
allows developers content and with custom
to easily and subscriptions overlays Achievements
quickly build using Amazon’s
connected mobile 1-Click Easy transition Whispersync
applications using from Google
AWS Maps

45. GameCircle IAP

55. • Get started with apps on Amazon
developer.amazon.com/welcome.html
• Learn more:
amazonappstoredev.com
• Follow us:
twitter.com/amznappstoredev
• GameCircle feedback and requests:
gamecircle-developers@amazon.com

57. Jumptap: Android and iPhone now Hog 91% of Mobile OS Market Share, March 6, 2012