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Amazon Expanding Android Appstore Globally

Amazon said on Wednesday that developers can now submit apps for distribution via the Amazon Mobile App Distribution Portal this summer in the United Kingdom, Germany, France, Italy and Spain. Further global expansion will be rolled out in the near future, Amazon said.

The company's "branching out" isn't surprising given its quest to take Google head-on. Not only did Amazon briefly dominate the Android tablet market with its Kindle Fire, but it currently still offers a free Android app each day not to mention frequent promotions, offering popular tools and games on the cheap.

Here in the United States, Amazon's Appstore has grown to tens of thousands of apps and games in just one year. The company has also introduced 1-Click purchasing and a Test Drive feature, the latter of which allows customers to try apps before purchasing them, to reel in potential Android customers.

According to Amazon, developers are reporting big bucks regarding the apps they serve up via Amazon's Google Play competitor. Naturally Amazon and participating developers want to take the Android cash cow to the next level by offering localized apps outside the United States and opening the floodgates for additional revenue.

"We’ve seen that Amazon gamers are hungry for great content and are willing to open up their digital wallets to pay for it," said Niccolo de Masi, CEO and President of Glu Mobile. "Our latest title launched on Amazon, Frontline Commando, has seen both revenue per daily active user and lifetime value metrics exceed averages as compared to other devices and platforms. Taking a successful platform like Amazon’s and expanding it across the globe is going to give us an even broader customer base and create an opportunity to generate even more revenue—something we are very excited about."

"With fan-favorite games like Plants vs. Zombies and SCRABBLE topping the charts, the U.S. Amazon Appstore has been a fantastic avenue for EA to reach an entirely new segment of consumers," said Bernard Kim, Senior Vice President of Global Social & Mobile Publishing for EA. "Amazon’s international expansion marks an exciting opportunity to bring our interactive entertainment experiences to even more consumers around the world."

Developers are encouraged to visit Amazon's distribution portal to learn about localizing apps with localized resource files for different regions, as well as other tips on how to prepare their apps for international distribution. Developers can select the countries where they would like to sell their apps, and also set their list prices by marketplace.

"Those already participating in the program will automatically have their apps made available for sale internationally by default," Amazon said on Wednesday. "And developers can easily change international availability for their apps via the distribution portal if they don’t wish to sell in select countries."

Amazon also updated its Mobile App Distribution agreement with two changes: namely Amazon will get a 30-percent cut of the list price of each paid app sale, and provide better control over which apps developers will make available to Amazon customers, and when. Developers can review the full agreement by visiting the Amazon Mobile App Distribution Portal now.