Amazon to launch app store for Android

Amazon opens door to developers as it prepares to launch its own app store for Android handsets

Online retailer Amazon is preparing to launch its own app store for Android, which will see it compete directly against Google's Android app store.

As smartphone apps become an increasingly popular commerce channel for brands and retailers, Amazon is hoping that businesses and developers will help create services for its tens of millions of Amazon customers.

The company also claims that its proven marketing and merchandising features give it an edge over Google's Android Market and will help businesses get their apps seen by the right customers. Users will be able to download apps using an existing Amazon.com account.

The app store is to be released later this year, and at first will be available to US users only. However, the company has today launched the Amazon Appstore Developer Portal, a new self-service tool that allows Android application developers to join its Appstore Developer Program and submit their software for the upcoming launch of the app store.

The company has already launched its own range of apps – these include the Amazon Shopping app, Amazon Price Check and the recently launched Windowshop for the iPad.

"The sheer number of apps available today makes it hard for customers to find high-quality, relevant products – and developers similarly struggle to get their apps noticed. Amazon's innovative marketing and merchandising features are designed to help customers find and discover relevant products from our vast selection, and we're excited to apply those capabilities to the apps market segment," the company said in a blog post.