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Amazon details pricing, approval process for Android app portal

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Android developers: start your engines. Again. Amazon has opened a beta of its new Appstore Developer Portal in order to allow developers to begin submitting their software to be distributed via Amazon's own app store for Android. The company hopes that developers with high-quality applications will want to be a part of the new store, even though it will run alongside Google's own Android Market and will take a lot of control away from developers.

Interested developers will be able to submit the same files to both Amazon and Google if they want to be featured on both stores, minimizing version and fragmentation headaches from the developer side. Users, on the other hand, may not be so lucky—Amazon's store will be a quasi-clone of the Google store, with potentially the same apps (but also possibly different apps), potentially for different devices and OS versions, and for probably different prices. 

Sound confusing? It is.

Why different prices? Amazon is trying a different angle with the marketing of developers' creations: instead of letting developers set their own prices (as Google does), they will instead be able to set a "list price." Then, Amazon will decide how to best price the app based on its own marketing schemes, with developers taking home 70 percent of the cut. Theoretically, this means Amazon will dynamically change prices on different apps depending on popularity trends—not just in the app store itself, but across all of Amazon's products.

Of course, that's in addition to the fact that the apps will benefit from Amazon's built-in userbase and good name. "Amazon's proven marketing and merchandizing features will help you get your apps discovered and in front of the right customers," Amazon wrote on its blog. "The convenience of using an existing Amazon.com account will make it simple and easy for customers to purchase your apps—both online and on their mobile devices."

There are other ways in which the Amazon Appstore will differ from the Android Market. Amazon's approach to app approval can best be described as "Apple-like"—instead of letting users filter through the thousands of good and bad apps on their own (as Google does), Amazon is setting up an approval process so that there's at least some baseline for quality. Like on Apple's App Store, porn and offensive content won't be allowed, though the company does plan to take a softer approach to satire and other material that lies in the gray area. Amazon will test every submission to make sure it works as advertised.

Amazon is certainly not the first company to roll its own Android-based app store, but it's one of the highest profile. Developers will undoubtedly be watching Amazon's success upon launch to to see whether it's worth handing over control of pricing and content. Amazon has yet to give a specific date for launch, but hopes to roll out the store sometime this year.

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