This document provides an overview of Amazon's Appstore and strategies for developers. It discusses Amazon's focus on customers, the growth of its devices like Fire tablets and Fire TV, and its goal of connecting content creators and customers through apps and experiences. The document also outlines Amazon's strategies for reaching customers through different channels, inventing new monetization models, and creating new experiences on Fire TV. It emphasizes Amazon's commitment to helping developers through resources on its developer portal.

1. IAIN GAVIN
D I R E C TO R , A M A Z O N A P P S TO R E U K
@iaingavin linkedin.com/in/iaingavin

2. AMAZON APPSTORE
W H Y A M A Z O N ?
W H Y A M A Z O N
A P P S T O R E ?
O U R
C U S T O M E R S
O U R
D E V I C E S
I N V E N T A N D
S I M P L I F Y
R E A C H I N G
A M A Z O N
C U S T O M E R S

3. W H Y A M A Z O N ?
W H Y A M A Z O N
A P P S T O R E ?
O U R
C U S T O M E R S
O U R
D E V I C E S
AMAZON APPSTORE
I N V E N T A N D
S I M P L I F Y
R E A C H I N G
A M A Z O N
C U S T O M E R S

4. WHY
AMAZON?

5. TO BE EARTH’S MOST CUSTOMER-CENTRIC COMPANY
w h e re p e o p l e c a n f i n d a n d d i s c o v e r a n y t h i n g t h e y wa n t t o b u y o n l i n e .
PRICE SELECTION CONVENIENCE
AMAZON’S MISSION

6. CUSTOMER OBSESSED
START WITH
THE CUSTOMER
AND WORK BACKWARDS

7. OUR SERVICES… BUT IT’S STILL DAY ONE!

8. ALWAYS PREPARED TO BE MISUNDERSTOOD
WE ARE WILLING TO INVENT.
WE ARE WILLING TO THINK
LONG-TERM. WE START WITH THE
CUSTOMER AND WORK BACKWARDS.
AND, VERY IMPORTANTLY, WE ARE
WILLING TO BE MISUNDERSTOOD
FOR LONG PERIODS OF TIME.

9. THINK BIG
A M A Z O N
P R I M E A I R
A p o w e r f u l a n d
re l i a b l e d ro n e
s e r v i c e t o
d e l i v e r i n g g o o d s
t o A m a zo n
c u s t o m e rs w i t h i n
3 0 m i n u t e s .

10. ENTERPRISE
CONSUMER
CONTENT CREATOR
SELLER
WE DELIVER HUGE VALUE FOR ALL OUR CUSTOMER SEGMENTS

11. W H Y A M A Z O N ?
W H Y A M A Z O N
A P P S T O R E ?
O U R
C U S T O M E R S
O U R
D E V I C E S
AMAZON APPSTORE
I N V E N T A N D
S I M P L I F Y
R E A C H I N G
A M A Z O N
C U S T O M E R S

12. WHY AMAZON
APPSTORE?

14. APPSTORE VISION
OUR VISION IS TO CONNECT CONTENT
CREATORS AND CUSTOMERS THROUGH
APPS, GAMES, AND EXPERIENCES THAT
CREATE VALUE AND DELIGHT.

15. CONNECT
DEVELOPERS
AND
CUSTOMERS
TODAY’S THEME

16. Aug-14 Oct-14 Dec-14 Feb-15 Apr-15 Jun-15 Aug-15 Oct-15 Dec-15 Feb-16 Apr-16 Jun-16 Aug-16
MILLIONS OF CUSTOMERS
R A P I D M O N T H O N M O N T H G R O W T H
UK AMAZON APPSTORE CUSTOMER [CUMULATIVE]

17. W H Y A M A Z O N ?
W H Y A M A Z O N
A P P S T O R E ?
O U R
C U S T O M E R S
O U R
D E V I C E S
AMAZON APPSTORE
I N V E N T A N D
S I M P L I F Y
R E A C H I N G
A M A Z O N
C U S T O M E R S

18. OUR
CUSTOMERS

19. TOP-LINE CUSTOMER PROFILES
ASPIRING FRUGAL
FAMILIES
BRAND CONSCIOUS
FAMILIES
EFFICIENT
ACHIEVERS
INFLUENTIAL
GEEKS

20. ASPIRING FRUGAL FAMILIES – MEET HELEN
Middle-aged women with children at home
Would rather spend money on family
than technology
Catch up TV and casual games are her
key tablet uses
I N S I G H T S

21. BRAND CONSCIOUS FAMILIES – MEET RAVI
Young father who is constantly on the go.
Balances time with children, friends and
work
With little time for linear TV, he is a heavy
user of catch up TV services
Sees technology as a status symbol
I N S I G H T S

22. INFLUENTIAL GEEKS – MEET KWAME
Spends free time playing video
games on his tablet/phone on the
go and PC/ console at home
Places high importance on using
technology for entertainment
I N S I G H T S
A younger full-time professional or a
student

23. EFFICIENT ACHIEVERS – MEET DAVID
Very busy work schedule, often travelling
Uses technology primarily for
business productivity
Passions include keeping up to date
with current affairs and politics
I N S I G H T S

24. 2011 2012 2013 2014 2015
APPS YOY GROWTH
F i r e Ta b l e t
l a u n c h
A p p st o re
l a u n c h e s i n U K
K i n d l e F i re
H D X l a u n c h
F i re T V l a u n c h
A p p st o re
l a u n c h e s i n U S

25. 600,000+
COUNTRIES
AND TERRITORIES236
2016
TOTAL
APPS

26. ANDROID PHONES & TABLETS
FIRE TV & FIRE TV STICK
BLACKBERRYFIRE TABLETS

27. W H Y A M A Z O N ?
W H Y A M A Z O N
A P P S T O R E ?
O U R
C U S T O M E R S
O U R
D E V I C E S
AMAZON APPSTORE
I N V E N T A N D
S I M P L I F Y
R E A C H I N G
A M A Z O N
C U S T O M E R S

28. OUR
DEVICES

29. ANDY JONES
D I R E C T O R , A M A Z O N D E V I C E S U K
D E V E L O P E R S U M M I T 2 0 1 6

30. LOWER COST
STRUCTURE
LOWER PRICES
SELECTION
CUSTOMER
EXPERIENCE
SELLERS
TRAFFIC
GROWTH
THE AMAZON FLYWHEEL

31. FIRE
FIRE SETS A NEW BAR FOR WHAT
CUSTOMERS SHOULD EXPECT FROM A
LOW-COST TABLET.
THIS IS ONE MORE STEP IN OUR
MISSION TO BRING CUSTOMERS
PREMIUM PRODUCTS AT
NON-PREMIUM PRICES.
#1 SELLING CONSUMER ELECTRONIC
DEVICE ON AMAZON.COM
£49.99

32. 1.3 GHz Quad-core CPU
1.5 GB RAM
Up to 12 Hours Battery Life
16/32 GB Internal Storage
(actual formatted capacity will be less)
200 GB+ through MicroSD slot
ALL-NEW
FIRE HD 8

33. AMAZON FIRE TABLET FAMILY
CRITICALLY ACCLAIMED TABLET DEVICE RANGE
The largest Android tablet
brand by a long way
D ATA I N S I G H T S
Billions of minutes spent on Amazon Tablets
John Lewis, Argos, Dixons –
successful channel partners
Big plans for 2017 and beyond

34. EXPLOSIVE TABLET GROWTH
Tablet
Tablet Linear (Tablet)
Sales actuals across all channels

36. AMAZON FIRE TV FACTS
Amazon Fire TV is
#1 BEST SELLING
Streaming Media Player
In US, UK and Germany
MANY MILLIONS
OF MINUTES
CONSUMED EVERY DAY
on Media Streaming Apps
on Fire TV in UK (2016)

37. AMAZON STREAMING MEDIA PLAYER GROWTH
SMP
SMP Linear (SMP)
Sales actuals across all channels

39. The Amazon Flywheel is
UNIQUE
AND
SPINNING
Big Plans for
2017
Powered by

40. IAIN GAVIN
D I R E C TO R , A M A Z O N A P P S TO R E U K
@iaingavin linkedin.com/in/iaingavin

41. 3P ANDROID DEVICES
200% YoY
increase customer spend
on 3P Android devicesMonthly ARPPU
tripled to
$61.19
on 3P Android
devices in 2015
Pre-installed on
TENS OF
MILLIONS
of devices
in the US and EU

42. W H Y A M A Z O N ?
W H Y A M A Z O N
A P P S T O R E ?
O U R
C U S T O M E R S
O U R
D E V I C E S
AMAZON APPSTORE
I N V E N T A N D
S I M P L I F Y
R E A C H I N G
A M A Z O N
C U S T O M E R S

43. INVENT AND SIMPLIFY

44. ENABLE
POWER-USERS

45. AMAZON APPSTORE POWER-USERS
Definition: spend $50/month or more
Actual: spend >$200/month
Are concentrated in US, UK,
Germany and Japan

46. POWER-USERS ARE LOYAL TO A FEW APPS
In January 2016, 80%
of customers who
spent $1,000 used
the majority on just
2 titles.

47. 64%
37%41%
Of all the Mobile
Gamers that
use the Amazon
Appstore…
Spend Money on Mobile Games vs 41% on
Average and 37% for Google Play.
Aggregate of US, UK, FR, GER
AMAZON REACHES (BIG) SPENDERS BEST
Amazon Appstore Average Google Play
Newzoo Trend Report – Spotting The Mobile Spenders - 2014

48. AMAZON COINS
Purchase Apps, Games, and In-App Items
Buy Amazon Coins and save up to 15% on apps,
games, and in-app items.
Developer continue to earn the standard 70%
revenue share
£1 = 100 Amazon Coins
Unique Promotion, Reward and Gifting
Opportunities for developers to use

49. ENGAGE
WITH FANDOM

52. Sell branded merchandise
in your iOS, Android,
and Fire OS apps No inventory risk
No upfront costs
Amazon Prime shipping
benefits for customers

53. WE’VE ESTABLISHED A
NEW
MONETISATION
MODEL

54. FREEMIUM
THE BIGGEST PROBLEM WITH
FREEMIUM APP MODELS IS THAT 97%
OF CONSUMERS DON’T CONVERT,
INSTEAD STICKING TO THE FREE
FEATURES.
The Wall Street Journal
h t t p : / / w w w . w s j . c o m / a r t i c l e s / m o b i l e - g a m e - m a k e r s - t r y - t o -
c a t c h - m o r e - w h a l e s - w h o - p a y - f o r - f r e e - g a m e s - 1 4 3 1 3 0 6 1 1 5

55. MONETISATION
80% OF REVENUE
CAPTURED BY
100 DEVELOPERS
NewZoo (2015)
Phone a nd Ta blet ga me s N ewZoo 2 0 1 5

57. THEY PLAY.
WE PAY.
YOU WIN.

58. GOAT SIMULATOR
Most Downloaded Game
in Amazon Underground
in 2015
4 BILLION
MINUTES
consumed in Amazon
Underground program
82%
OF UNDERGROUND GAMES
generating more revenue than they
were through traditional Appstore
business model
+750% Revenue
Generated by Top Title Game
through Amazon Underground

59. GOAT SIMULATOR MADE MORE MONEY ON
AMAZON UNDERGROUND IN DECEMBER 2015
THAN ON ANY OTHER ANDROID STORE

60. CREATE
NEW EXPERIENCES
ON FIRE TV

62. FIRE APP BUILDER
STREAMING MEDIA PLAYERS
Plug and Play template for audio and video
apps. Create an app in less than 1 hour.
E A S Y, FA S T A N D
B E A U T I F U L
Contains modules (plugins) to enable advanced
functionality
Handles JSON feeds, branding and
customisation
Can be extended with your own code
Supports Amazon Fire TV family

63. A M A Z O N F L I N G
B U I L D M U L T I - S C R E E N E X P E R I E N C E S
G E T T H E S D K BUILD RICH MULTI-SCREEN EXPERIENCES
bit.ly/amazonfling
Cross platform toolkit that enables you to build
rich multi-screen experiences for Fire TV
Allows sending video, audio and images from
iOS, Android or FireOS
Leverage two-way communication between
Amazon Fire TV and mobile apps to create
engaging second screen experiences

64. bit.ly/catalogueintegration
F I R E T V C ATA L O G U E I N T E G R AT I O N

65. BEYOND MEDIA STREAMING

66. Andy White
Technical Lead - Product Research
JUST EAT

69. Menu page

70. Complex menu item picker

71. IAIN GAVIN
D I R E C TO R , A M A Z O N A P P S TO R E U K
@iaingavin linkedin.com/in/iaingavin

72. W H Y A M A Z O N ?
W H Y A M A Z O N
A P P S T O R E ?
O U R
C U S T O M E R S
O U R
D E V I C E S
R E A C H I N G
A M A Z O N
C U S T O M E R S
O U R
I N N O VAT I O N S
AMAZON APPSTORE

73. REACHING
AMAZON
CUSTOMERS

74. R E A C H C U S T O M E R S T H R O U G H D I F F E R E N T C H A N N E L S

75. M E R C H A N D I S I N G
Wake Screen

76. M E R C H A N D I S I N G
Fire Tablet: Home

77. M E R C H A N D I S I N G
Fire TV:
Home – Featured
Apps and Games

78. S O C I A L P R O M O T I O N
Social Campaigns

79. A M A Z O N . C O . U K
Extra visibility on
retail web

80. DEVELOPER COMMUNITY

81. THE AMAZON APPSTORE COMMUNITY IN UK
meetup.com/amazonappdev

82. H O W TO S U B M I T Y O U R A P P
D E V E L O P E R . A M A Z O N . C O M / P U B L I S H
REGISTER ON
DEVELOPER PORTAL
APPS GET
PUBLISHED!
AMAZON APPSTORE
REVIEW PROCESSSUBMIT YOUR APP
NEW

83. AW S A N D A L E X A

84. WE'RE HERE TO HELP
PEOPLE RESOURCES CO-MARKETING
DEVELOPER.AMAZON.COM

85. …IT’S STILL
DAY ONE!