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+
<$25K $25K-$75K $75K + <$50 $50-$200 $200+
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. Kindle Family

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

22. • Free service for Amazon Appstore developers
• Extends controlled experimentation capability to mobile
app developers
• Allows developers to implement and monitor the
performance of multiple treatments in their apps
simultaneously
• Change treatments without pushing a new update
• Adjust treatment group sizes in real time
• Send 100% of future customers to winning treatment without app
update
• Developer Portal provides data on treatment outcome
versus control, enabling app optimization

29. 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

30. • 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

31. 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

33. • 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

44. • 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.

45. "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
piece of cake. We were able to turn it introduced, it was a no-brainer, we added it
around and get it into internal testing within to our apps right away.”
a few days' time."
Sean Thompson, Mobile Deluxe Suli Ali, TinyCo

46. 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

47. 8
7
Avg. Orders-per-Customer
6
5
4
3
2
1
0
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

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

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

55. GameCircle IAP

56. GameCircle IAP