Amazon Launches New A/B Testing Capability for App Developers

  Amazon Launches New A/B Testing Capability for App Developers

  A/B Testing is the latest in a growing list of new services and tools that
 enable developers to grow their business using Amazon’s end-to-end platform
  for building, monetizing, marketing and distributing their apps and games

Business Wire

SEATTLE -- December 06, 2012

(NASDAQ:AMZN) – Amazon today announced the beta launch of a new, free A/B
Testing capability for Kindle Fire developers. With A/B Testing, developers
can test simultaneous treatments of their apps, receive data about what’s
worked best, and quickly adjust their apps to take advantage of this customer
learning. A/B Testing is the latest developer service that Amazon has launched
(along with Achievements, Leaderboards, Whispersync across devices, In-App
Purchasing, and 1-Click Purchasing) that make it simpler than ever for app
developers to concentrate on the differentiating parts of their apps rather
than the undifferentiated infrastructure and engagement components. Starting
today, developers can download the A/B Testing beta SDK at:

“Apps are living products continuously being updated, modified and improved,
and with millions of potential active users, developers know that seemingly
small changes can have a large impact on customers. Our A/B Testing service is
essential for developers because it will help offload the overhead costs of
building, maintaining and running scalable tests,” said Mike Frazzini,
Director of AmazonGames. “We’ve drawn from our years of experience conducting
and refining our own A/B testing on to bring developers a testing
product that will give them the capability to perfect their apps, retain
customers, and grow their business.”

“A/B Testing helps us understand exactly what our customers want so we can
offer the best games possible and we think Amazon’s A/B Testing is going to be
an important tool in building great games for customers,” said Mike Lehne,
CTO, Concrete Software. “Amazon has been great to work with. The team has been
responsive, quick, and helped make sure our A/B testing implementation went
smoothly so we could start analyzing results right away. We think A/B Testing
is going to help us make Wordsplosion even better, something we know our
customers are going to be very excited about.”

“Our team is integrating Amazon’s A/B Testing service and we believe it will
become a key component of our game development process," said Adam Schroeder,
CEO, Difference Games. "We have always wanted to add A/B testing to our
development toolkit but didn’t want the hassle and cost of running our own
service. Amazon’s A/B Testing service is built on AWS and scales effortlessly
so we can spend our time focused on iterating our games and not running the

A/B Testing is free to all developers and is the latest in a series of new
services and tools that make it even easier for developers to build their
mobile and tablet apps quickly, integrate features to make more money, and
distribute their apps through the Amazon Appstore for Android and on the
growing family of Kindle Fire devices.

“Amazon offers the best end-to-end solution for app and game developers,” said
Aaron Rubenson, Director of Amazon Appstore for Android. “Developers can use
Amazon Web Services’ building blocks as the infrastructure for their games. To
enhance customer engagement, they can add features like GameCircle’s
Leaderboards, Achievements, Friends, and Whispersync. Amazon’s In-App
Purchasing allows developers to generate additional income. Finally, since
discovery can be a major challenge for app developers, we’re providing more
and more ways to help developers reach customers on Amazon, Kindle Fire
devices, and in our Appstore. We’re working hard to make lives easier for
developers, and to give them more ways to grow their business.”

Recently Added Tools and Features for Developers:

  *GameCircle (Achievements, Leaderboards, Friends and Whispersync state
    across devices) – Amazon GameCircle, which is now available to all
    developers, is a set of highly useful services that make it easier to
    create more engaging gaming experiences. Developers no longer have to
    spend time developing, building, and operating these services themselves.
    Rather, GameCircle makes Achievements, Leaderboards, Friends and
    Whispersync APIs accessible, simple and quick for developers to integrate,
    and will give gamers a more seamless and entertaining in-game experience.
    The GameCircle API is available in the Amazon Mobile App SDK, and for
    download on the Amazon Mobile App Distribution Portal.
  *New Maps API – The new Amazon Maps API is now available to all developers
    and makes it easy to integrate mapping functionality into apps that run on
    the Kindle Fire and Kindle Fire HD.The Maps API offers two core features:
    Interactive Maps, which embed a Map View enabling customers to pan, zoom
    and fling around the world, and Custom Overlays, which allow developers to
    display the locations of businesses, landmarks and other points of
    interest with customized markers and pins. The Maps API is already being
    used in popular apps like Zillow, Hipmunk, Evernote and Trulia.
  *Test Drive on Kindle Fire – Test Drive enables customers to try out apps
    before buying them. Amazon has offered the ability to Test Drive apps on
    the web for more than a year, and this popular feature is now available on
    the Kindle Fire HD 7”, Kindle Fire HD 8.9” and Kindle Fire (2^nd
    generation). More than 20,000 apps are currently Test Drive enabled.
  *Kindle Fire Emulator – Amazon now offers emulators for Kindle Fire HD
    8.9”, Kindle Fire HD 7", and Kindle Fire so developers can test and debug
    their apps even if they don’t have the devices. This allows developers to
    be confident that their apps’ user interface, navigation and flow through
    the application are functioning as intended. These emulators also include
    support for some of the Kindle Fire unique capabilities such as
    GameCircle, In-App Purchasing, and Maps.
  *Unity Plugins: Amazon recently launched free Unity plugins for the In-App
    Purchasing and Amazon GameCircle APIs, making it even faster and easier
    for developers using Unity (one of the most popular tools for building
    mobile games) to add these features into their games and apps.
  *Localization Support – Developers can now localize their apps by adding
    marketplace-specific pricing as well as language translations for their
    apps, in-app purchasable (IAP) items and subscriptions.
  *Developer Forums – The new Developer Forums gives developers a place to
    ask questions and have discussions with other developers in the Mobile App
    Distribution Program. Developers can find the Forums at

Recent Stats and Facts:

  *App downloads in the Appstore have grown more than 500 percent over the
    previous year.
  *The number of GameCircle enabled games available on Kindle Fire has more
    than doubled since the launch of Kindle Fire HD.
  *Total downloads of the SDKs for In-App Purchasing and GameCircle have more
    than doubled since the Kindle Fire HD launch and availability of the
    Kindle Fire HD development resources.
  *The number of developers with In-App Purchasing incorporated in their apps
    more than doubled in the third quarter of the year (from the start of the
    quarter to the close of the same quarter).
  *In October, 23 of the top 25 grossing apps used Amazon’s In-App Purchasing

About Amazon Appstore for Android

The Amazon Appstore for Android is where customers can find, discover and buy
thousands of apps using Amazon’s convenient and trusted shopping features,
including personalized recommendations, customer reviews and bestseller lists.
Customers can access the store directly on Kindle Fire, from any computer, or
on an Android phone or tablet. Amazon Appstore has a broad selection of paid
and free apps and games, including established bestsellers and new apps from
top-tier brands., Inc.(NASDAQ:AMZN), a Fortune 500 company based inSeattle, opened
on the World Wide Web in July 1995and today offers Earth’s Biggest, Inc.seeks to be Earth’s most customer-centric company,
where customers can find and discover anything they might want to buy online,
and endeavors to offer its customers the lowest possible
prices.Amazon.comand other sellers offer millions of unique new, refurbished
and used items in categories such as Books; Movies, Music & Games; Digital
Downloads; Electronics & Computers; Home & Garden; Toys, Kids & Baby; Grocery;
Apparel, Shoes & Jewelry; Health & Beauty; Sports & Outdoors; and Tools, Auto
& Industrial. Amazon Web Services provides Amazon’s developer customers with
access to in-the-cloud infrastructure services based on Amazon’s own back-end
technology platform, which developers can use to enable virtually any type of
business. Kindle Paperwhite is the most-advanced e-reader ever constructed
with 62% more pixels and 25% increased contrast, a patented built-in front
light for reading in all lighting conditions, extra-long battery life, and a
thin and light design. The new latest generation Kindle, the lightest and
smallest Kindle, now features new, improved fonts and faster page turns.
Kindle Fire HD features a stunning custom high-definition display, exclusive
Dolbyaudio with dual stereo speakers, high-end, laptop-grade Wi-Fi with
dual-band support, dual-antennas and MIMO for faster streaming and downloads,
enough storage for HD content, and the latest generation processor and
graphics engine—and it is available in two display sizes—7” and 8.9”. The
large-screen Kindle Fire HD is also available with 4G wireless, and comes with
a groundbreaking$49.99introductory 4G LTE data package. The all-new Kindle
Fire features a 20% faster processor, 40% faster performance, twice the
memory, and longer battery life.

Amazon and its affiliates operate websites, including,,,,,,,, and As used
herein, “,” “we,” “our” and similar terms include, Inc.,
and its subsidiaries, unless the context indicates otherwise.

Forward-Looking Statements

This announcement contains forward-looking statements within the meaning of
Section 27A of the Securities Act of 1933 and Section 21E of the Securities
Exchange Act of 1934. Actual results may differ significantly from
management’s expectations. These forward-looking statements involve risks and
uncertainties that include, among others, risks related to competition,
management of growth, new products, services and technologies, potential
fluctuations in operating results, international expansion, outcomes of legal
proceedings and claims, fulfillment center optimization, seasonality,
commercial agreements, acquisitions and strategic transactions, foreign
exchange rates, system interruption, inventory, government regulation and
taxation, payments and fraud. More information about factors that potentially
could’sfinancial results is included’sfilings with the Securities and Exchange Commission, including
its most recent Annual Report on Form 10-K and subsequent filings.

Contact:, Inc.
Media Hotline, 206-266-7180
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