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Amazon Testing In-App Purchases to Challenge Apple Inc., the world’s largest online retailer, is testing a service that lets tablet users make purchases through mobile applications, a sign it may enter a market pioneered by Apple Inc. and Google Inc.

The service being tested allows both subscriptions and purchases of individual items within apps, according to Maria Ly, co-founder of Skimble Inc., a seller of physical fitness programs that has been involved in Amazon’s pilot for about a month. Sally Fouts, a spokeswoman for Seattle-based Amazon, declined to comment.