Amazon, the world’s largest e-commerce company, will officially terminate the Appstore service on Android devices starting the 20th (local time). It is essentially withdrawing from the Android market 14 years after launching the service in 2011. Through this decision, Amazon intends to strengthen its own digital ecosystem and shift its strategy to focus on users of its Fire series and other devices.
What is the Amazon Appstore?
The Amazon Appstore functions similarly to Google’s ‘Play Store.’ It is a platform where apps can be downloaded and installed on smartphones or tablets with the Android operating system, operated independently by Amazon. However, since it is not Google’s default app market, users had to install apps separately, and app updates and payment systems were also operated independently.
With this, Amazon aimed to supply its own content and apps to Android devices and further establish an independent app ecosystem connected to its hardware, such as Fire tablets or Fire TV. However, it did not surpass Google’s Play Store in terms of user numbers or recognition. Thus, starting in February, Amazon ceased accepting new app registrations, and it plans to completely terminate the operation of its Appstore on Android by the 20th.
Why is the service ending?
Amazon explained, “Most current Appstore users are users of our devices,” adding that it is ending support for Android devices to allocate operational resources more efficiently. Hereafter, the Appstore will only be provided on Amazon’s self-produced and operated devices like the Fire series.
This is part of Amazon’s ongoing ‘service integration strategy.’ The absorption of its advertising-based free streaming service Freevee into Prime Video is in a similar context. Instead of dispersing services across external platforms, there is an analysis that Amazon is shifting towards integrating and managing the user experience within its own platform.
In March, Amazon also ended support for its Appstore provided on Windows 11. Although it had attempted to allow Android apps to run on PCs, this too did not yield concrete results and was discontinued.
Amazon Coin is also being discontinued… What about refunds?
The digital currency ‘Amazon Coin,’ which was operated alongside the Appstore, is also being discontinued. Amazon Coin was used as a means to purchase apps or games at discounted prices, having a loyal user base.
Amazon has announced that it will automatically refund remaining coins for users. However, as there is yet no clear guidance on the specific method or timing of refunds, some confusion has arisen among users. Refunds will be carried out sequentially for coin holders as of the support termination date, and users can check details through Amazon’s customer service.
What should users do?
Users who have downloaded and are using apps from the existing Amazon Appstore need to brace for the possibility that apps may not function properly. Officially, Amazon has stated, “After the Appstore closes, the functioning of apps on Android devices will not be guaranteed.”
Users may need to reinstall the same apps from Google’s Play Store or other official app markets, and there is a possibility that paid content or saved data will not be preserved. Especially if a subscription service is in use, users should confirm as a separate cancellation might be necessary.
The first attempt in the world, but the limitations are clear
The Amazon Appstore has aimed to integrate the operation of apps from various manufacturers on a single platform. This multi-vendor approach was positively evaluated in terms of diversity and openness, but security and compatibility issues have consistently followed.
In fact, in 2023, the security company McAfee announced that some health-related apps registered on the Amazon Appstore were found to contain malware. Amazon took immediate action, but its credibility took a hit.
Previously, Amazon had attempted to center services around its own Appstore on its smartphone ‘Fire Phone,’ but it was soon discontinued due to market neglect.
What is the future direction?
Amazon is likely to focus on a closed ecosystem centered around its device users. It plans to integrate the content consumption environment on Fire tablets, Fire TV, Alexa-based devices, and focus on providing tailored app services and content to these users.
The industry interprets this decision as a result of Amazon’s ‘choice and concentration’ in the global digital platform war. Instead of continuing a resource-consuming competition in the external Android ecosystem, the strategy is to focus on an environment that can be controlled autonomously.
While changes may cause inevitable inconvenience to users, for the company, it is evaluated as a practical judgment to reduce risks and resource wastage.