Amazon Expands Global App Distribution to Nearly 200 Countries – Developers Should Submit Their Apps Soon to Reach Millions

  Amazon Expands Global App Distribution to Nearly 200 Countries – Developers
  Should Submit Their Apps Soon to Reach Millions More Active Amazon Customers

Developers around the world reporting high monetization rates with Kindle Fire
                             and Amazon Appstore

Business Wire

SEATTLE -- April 17, 2013

(NASDAQ: AMZN) –, Inc. continued the global expansion of its
Appstore today by announcing that developers can now submit their apps for
distribution in nearly 200 countries, including Australia, Brazil, Canada,
Mexico, India, South Africa, South Korea, and even Papua New Guinea and
Vatican City. These apps will be made available in the coming months when the
Amazon Appstore for Android launches internationally for consumers. Registered
developers who want international distribution will have their apps
automatically made available for download, unless they designate otherwise.
This international expansion is the latest in a series of Amazon Appstore for
Android launches, which have included the UK, Germany, France, Italy, Spain
and Japan. Signing up is easy and developers can get started today by visiting
the Amazon Mobile App Distribution Portal.

Developers throughout the world are experiencing strong monetization and user
engagement through Kindle Fire and the Amazon Appstore. The success is being
driven by Amazon’s large customer base and industry-leading e-commerce
features like 1-Click purchasing, Amazon’s APIs for In-App Purchasing (IAP)
and A/B Testing, and GameCircle, Amazon’s gaming experience for Kindle Fire. A
recent study of more than 500 games that utilize in-app purchasing on Amazon
found that GameCircle-enabled mobile games earned 83 percent more average
revenue per user (ARPU) than non-GameCircle games.

“Amazon’s platform is a complete end-to-end solution for developers wanting to
build, market and monetize their apps and games on Kindle Fire and Android
devices,” said Mike George, Vice President of Apps and Games at Amazon.
“Allowing developers to target distribution of their apps and games in even
more international countries is yet another important milestone as we strive
to serve consumers and developers globally. Many of our existing developers
have localized their apps and games for international consumers, and we look
forward to working with new developers that have been waiting to bring their
apps to more Amazon customers across the globe.”

Monetization Success
P2 Games is a UK based publisher of interactive games. “We launched our Kindle
Fire version of Peppa Pig in January 2013 and within a couple of weeks we saw
the sales on Kindle Fire overtake Google Play toa factor of four or five
times,” said Peter Sleeman, Director, P2 Games Limited. “Kindle Fire is now a
legitimate contender and although our apps have been out much longer on the
iOS formats our current rate of sale is close to parity with iOS most days.”

Mobile Deluxe is the creator of popular games like Big Win Slots and Jewel
Factory. "We see superior engagement, retention, and monetization from players
who download our games from Amazon,” said Sean Thompson, Vice President of
Mobile Deluxe. “The GameCircle integration is helping us achieve 40 percent
better per-user monetization rates compared to non-Amazon players. We're
excited to continue this momentum as the Amazon Appstore grows into more and
more international countries."

Playmous is a UK mobile games publisher. "We were excited to see how fast the
Kindle Fire install base was growing in the UK and other European countries,”
said Anton Volnykh, Playmous. “Our initial launch on the Amazon Appstore in
October was targeted to Europe only and we saw 4x growth in paid downloads
when we launched the second campaign in just 6 weeks after the initial
release. Moreover, our conversion rate from the free version to the paid
version of the game has been 30% higher than on other app stores on average
with the same product."

Anuman Interactive is a French multimedia publishing company. "With 30 apps
released since April 2012, more than 80 percent of the Anuman's Android sales
were realized on the Amazon Appstore,” said Stephane Longeard, CEO Anuman
Interactive. “This store is extraordinarily easy to use with its
recommendations system and secure 1-Click payment technology. We are really
glad to reach people all over the world, thanks to Amazon Appstore."

Developer Support
Big Duck Games is the developer of the popular puzzler Flow Free. "We've been
distributing our games on Amazon since May 2012. Today, we have many hundreds
of thousands of daily sessions on Amazon," said Sharon Newman, Vice President,
Big Duck Games. "It's a great audience that deeply engages with our games, and
we're excited to reach an even larger audience with the added international
launches of the Amazon Appstore."

Imangi Studios is the creator of the popular game Temple Run. "We've
integrated with Amazon's In-App Purchasing and GameCircle APIs, which was a
breeze," says Keith Shephard, CEO of Imangi Studios. "We've seen significantly
higher customer engagement with Temple Run since the integration, making the
few, short steps worth it. We're looking forward to following the Amazon
Appstore as it expands into more international countries."

About, Inc. (NASDAQ: AMZN), a Fortune 500 company based in Seattle,
opened on the World Wide Web in July 1995 and today offers Earth’s Biggest
Selection., 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.
and 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
Dolby audio 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 $49.99 introductory 4G LTE data package. The all-new Kindle
Fire features a 20% faster processor, 40% faster performance, twice the
memory, and longer battery life.

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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 and data 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 affect's financial results is included in's
filings with the Securities and Exchange Commission, including its most recent
Annual Report on Form 10-K and subsequent filings.

Contact:, Inc.
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