Without any fanfare, Amazon has added some new capabilities to its main Android app; users can now download apps and games directly from Amazon App for Android. Amazon has offered its Appstore as a separate download for some time, but the process of downloading the Appstore was a little involved and required users to change their security settings. This new functionality makes it easier than ever for Android users to download apps from Amazon, bypassing Google Play.
For mobile development firms, the change could provide a boost in downloads. For end users, the change means that Amazon's recommendation engine will now be suggesting apps and games that might interest them based on their prior Amazon purchases and browsing.