Amazon Appstore ASO

Definition

Amazon Appstore ASO refers to App Store Optimization strategies specific to Amazon's app distribution ecosystem, which includes the Amazon Appstore (for Fire Tablets and Fire TV devices), the legacy Amazon Appstore for Android (discontinued August 2025), and integration with Alexa voice discovery. Unlike Apple App Store and Google Play Store, Amazon's ecosystem is more fragmented and device-centric: users discover apps on Fire Tablets (e-readers), Fire TV (streaming devices), and Echo Show devices, each with different UI paradigms and search behaviors. Amazon's lower competition and unique metadata fields (Feature Bullets) present both challenges and opportunities for ASO.

How It Works

Amazon Appstore Architecture (Post-August 2025)

Active Platforms:

1. Amazon Appstore for Fire Tablets — apps for Amazon's tablet line (Fire 7, Fire HD 8, Fire HD 10, Fire Max 11)
2. Amazon Appstore for Fire TV — apps for Fire TV streaming devices and TV sticks
3. Echo Show apps — voice-first apps for Echo Show smart displays
4. Legacy Android support — some Android phones in select regions still access Appstore (limited)

Discontinued (August 2025): Amazon Appstore for Android on phones/tablets outside Fire devices has been officially discontinued. Developers previously on this platform were directed to Google Play exclusively.

Market Impact of Discontinuation:

• Smaller addressable market (Fire devices + Echo devices only)
• Less competition than Google Play
• Easier ranking potential
• Much lower revenue for most apps (exception: Kindle, productivity, smart home integration categories)

Amazon Appstore Metadata Fields & Optimization

Keywords Field (100 chars) — Similar to Apple's keyword field but with slightly different indexing:

Example: "task,todo,list,checklist,reminder,organize,planner,schedule,goals,productivity"

Unlike Google Play (50 chars) and Apple (100 chars), Amazon's keyword field has unique mechanics:

• Character limit: 100 characters
• Indexed similarly to Apple (per-keyword, not full-text like Google)
• Delimiter: Comma-separated (spaces optional)
• No exact limit on number of keywords; only character count matters

Feature Bullets (Unique to Amazon) — 5 short text fields:

Amazon offers up to 5 "Feature Bullets" — unique structured metadata for highlighting key app features. These are displayed prominently on the app listing:

Bullet 1: "Create and manage unlimited tasks"
Bullet 2: "Get smart reminders and notifications"
Bullet 3: "Collaborate with teams in real-time"
Bullet 4: "Sync across all your devices"
Bullet 5: "Works offline with auto-sync"

Optimization Strategy for Feature Bullets:

• Use to highlight differentiators (not just repeat title/description)
• Include keywords relevant to top use cases (helps with search indexing)
• Keep each bullet concise (60-80 chars, one-line on device)
• Bullet 1 is most prominent; prioritize strongest feature

Long Description:

• 4000 characters
• Indexed for search (similar to Google Play, unlike Apple)
• Can include keyword-rich content, but prioritize clarity for conversion

Device-Specific Considerations

Fire Tablet Optimization (7", 8", 10", 11" screens):

• Resolution: Varies by model (1024x600 for Fire 7, up to 2560x1600 for Max 11)
• UI Paradigm: Touch-based, portrait and landscape support
• Screenshot requirements: Multiple screenshots showing both orientations recommended
• Performance: Fire devices often have lower specs than flagship phones; test performance

Fire TV Optimization (10-foot UI, voice interaction):

• 10-foot UI: Designed for viewing from 10 feet away (TV couch distance)
• Large text and icons: Must be readable from distance
• Voice search focus: Siri Suggestions not applicable; Alexa voice commands critical
• Navigation: Remote control navigation (D-pad, not touch)
• Screenshot design: Should show app on TV display (not phone mockup)

Example Fire TV app screenshot:

[Large, readable title and icon at 10-foot distance]
[Game controller or remote control visible as reference]
[App interface designed for large screens]

Alexa Voice Discovery

Alexa Skills & Voice Activation:

Apps can integrate with Alexa for voice-activated discovery:

User: "Alexa, open Task Manager"
→ Alexa launches the Task Manager app from Appstore

For voice discovery to work:

1. App must declare Alexa integration in app metadata
2. Skill/voice invocation name must be registered and unique
3. App must handle Alexa intents (on Android, via Alexa SDK)

Voice Search Implications:

Voice searches differ from text searches:

• Longer, more conversational ("Alexa, find me a cooking app for dinner planning" vs. typed "cooking planner")
• Natural language questions instead of keywords
• Accent/dialect variations in speech recognition
• Device language setting affects voice discovery

Optimization for Voice:

• Include conversational phrases in description (people say, "Alexa, find an app that helps me organize my day" not "Alexa, open task manager")
• Register descriptive voice invocation names (e.g., "My Task Manager", "Quick Planner")
• Test voice discovery with real Alexa devices

Amazon Underground (Discontinued 2019)

Historical Note: Amazon Underground was a monetization model offering free apps for users with Prime membership. It was discontinued in 2019. ASO strategy should ignore Underground; any legacy references are obsolete.

App Pricing & In-App Purchase Handling

Amazon Appstore allows:

• Free apps
• Paid apps
• In-app purchases
• Subscriptions (since 2023)

Pricing Considerations:

• Amazon markets vary by region (US, UK, Germany, France, Spain, Italy, Japan)
• Regional pricing must be set per-marketplace
• IAP and subscription pricing defaults based on regional Amazon pricing standards
• Currency conversion handled by Amazon

Appstore-Specific Pricing Dynamics:

• Lower competition = less aggressive pricing pressure
• User base more price-sensitive than Apple users (e.g., Fire devices cheaper, lower ARPU)
• Recommend competitive pricing below equivalent Google Play price

Formulas & Metrics

Amazon Appstore Opportunity Score:

Score = (Low Competition × 0.40) + (Category Demand × 0.30) +
         (Device Integration Potential × 0.30)

High score = good candidate for Amazon Appstore focus.

Fire TV CVR Benchmark:

Fire TV apps typically see 5-15% lower CVR than phones due to user behavior (browse-heavy, install-light). Adjust performance expectations.

Best Practices

1. Don't ignore Amazon — lower competition means easier ranking and faster visibility growth compared to Google Play.

1. Optimize for Fire TV separately — design 10-foot UI screenshots and test on actual Fire TV device. Phone mockups won't convert.

1. Leverage Feature Bullets — unique to Amazon. Use to highlight top differentiators and include search-relevant keywords.

1. Investigate Alexa integration — if your app's category benefits from voice activation (smart home, fitness, cooking), implement Alexa integration and optimize for voice discovery.

1. Regional marketplace strategy — Amazon's regional marketplaces (US, UK, Germany, etc.) can be optimized separately like Apple's locales. Small teams can skip some regions; large teams should optimize all.

1. Test on real Fire devices — don't assume phone-optimized apps look/perform well on tablets. Test on Fire 7, Fire HD 8, Fire Max 11 if targeting tablets.

1. Monitor Fire TV growth — Fire TV is growing faster than tablets. If targeting streaming, prioritize Fire TV.

Examples

Feature Bullet Optimization (Task Management App):

❌ Bad (just repeating description):

Bullet 1: "A simple task management app"
Bullet 2: "Organize your tasks"
Bullet 3: "Get reminders"
Bullet 4: "Share with friends"
Bullet 5: "Available on all devices"

✅ Good (differentiators + keywords):

Bullet 1: "Create unlimited lists with one-tap task creation"
Bullet 2: "Smart recurring reminders for daily habits and routines"
Bullet 3: "Real-time team collaboration with instant syncing"
Bullet 4: "Offline mode with automatic backup when connected"
Bullet 5: "Voice activation: 'Alexa, add gym to my tasks'"

Fire TV Screenshot Optimization:

Phone/Tablet mockup ❌:

[Small app icon, hard to read from 10 feet]
[Tiny text "Task Manager"]

Fire TV-optimized ✅:

[Large app icon, readable from 10 feet]
[Bold, large text "Task Manager"]
[Remote control shown for reference]
[Key feature highlighted: "1-Tap Task Creation"]

Dependencies

Influences (this term affects)

• Amazon-specific discoverability strategy
• Feature Bullet innovation (unique to Amazon)
• Fire TV and Alexa integration planning

Depends On (affected by)

• App compatibility with Fire OS (Android-based but not standard Android)
• Alexa SDK integration (optional)
• Fire device support in company's roadmap

Platform Comparison

Related Terms

• Keyword Field
• wiki:amazon-appstore
• Screenshot
• Voice Search ASO
• Conversion Rate

Sources & Further Reading

• Amazon: Appstore Documentation for Developers
• Sensor Tower: Amazon Appstore ASO Guide
• Firebase: Fire Device Testing Guidelines
• Alexa Skills Kit: Voice Integration Documentation