Amazon Appstore adds Device Targeting for phones and Kindle Fire

Amazon has announced a new Device Targeting feature that will allow developers to make specific versions of their apps for phones and tablet models, but distribute them under a single listing in the Appstore. Instead of having a developer need to release Great Games for Phones, Great Games for Kindle Fire, and Great Games for Kindle Fire HD, Amazon will enable a Great Games listing that supports all three devices.

Amazon announced today that developers can create separate APK's, the file format that stores and installs Android app data, designed for a particular device. If an app works well on a Kindle Fire but requires additional graphics or code to display appropriately on the larger screen of a Kindle Fire HD 8.9, the developer will have the option to create a separate APK for each device. The Amazon Appstore will automatically deliver the appropriate APK when the user requests to download the app.

Since Amazon announced its new Kindle Fire products, the retailer increased the number of screen sizes and hardware capabilities of devices that access its app store. Device Targeting will allow developers to make sure that their apps are compatible and perform well on a particular product like the Kindle Fire, Kindle Fire HD 7, Kindle Fire HD 8.9, and all Android phones that can access the Amazon Appstore. Google launched a similar initiative last year when it added multiple APK support to the Google Play Store.

Device Targeting will allow developers to provide consumers with the option to purchase an app once and have it work on both phones and tablets instead of needing to purchase separate versions. It will also improve download totals for apps, increase search rankings, and enable developers to optimize their app features for devices capable of handling them.