Developer Excitement Grows for Amazon s New Fire Phone

Developer Excitement Grows for Amazon's New Fire Phone

Rate of app and game submissions to the Amazon Appstore has more than doubled since the Fire phone unveiling

Innovative apps and games from developers-including Camouflaj, Craigslist, eBay, Fandango, Fluik, Kik, Magmic, Trove, TV Guide, and WhitePages-all using Fire phone's unique technical capabilities

SEATTLE--(BUSINESS WIRE)--Jul. 22, 2014-- (NASDAQ:AMZN)- Amazon today announced that Amazon Appstore selection has nearly tripled over the past year, and since Fire phone launched, the rate of app submissions to the Amazon Appstore has more than doubled. App submissions are at record levels in the 5 week period since launch. In the few weeks since Fire phone launched, developers have already found innovative uses of the phone's enhanced carousel, Dynamic Perspective and Firefly. To learn about how to develop for Fire phone, see what's included in the Dynamic Perspective and Firefly SDKs, and hear what developers are saying about the technologies, visit http://developer.amazon.com/firephone.

When we launched Fire phone, we couldn't wait to see what developers were going to build with Dynamic Perspective and Firefly, said Mike George, Vice President, Amazon Appstore. While the underlying technologies for Dynamic Perspective and Firefly are sophisticated, we've made it simple for developers to harness their capabilities. Developers can mix and match APIs from the Dynamic Perspective and Firefly SDKs with standard Android APIs to create the best experience for their app or game. And in just the few weeks since we unveiled Fire phone, we've been blown away with the new, innovative use cases developed with these groundbreaking technologies.

Innovative Apps and Games with Dynamic Perspective, Firefly and Fire Phone's Enhanced Carousel

Fire phone is the only smartphone with Dynamic Perspective and Firefly, two new breakthrough technologies that allow customers to see and interact with the world through a whole new lens. Dynamic Perspective is an entirely new sensor system that responds to the way a customer holds, views and moves the phone. Firefly quickly recognizes things in the real world-web and email addresses, phone numbers, QR and bar codes, movies, music, and millions of products, and lets the user take action in seconds-all with the simple press of the Firefly button. In addition, Fire phone's enhanced carousel allows users to see dynamic, relevant information related to the app or game directly on the home screen without needing to launch into the app.

In its new Fire phone app, Fandango, the nation's leading moviegoer destination, is showcasing a top-10 movie list right on the home screen carousel that deep links to show times at nearby theaters for fast on-the-go ticketing. Taking advantage of Dynamic Perspective, directly from the home screen, moviegoers can tilt their phones left to reveal Fandango user movie reviews, navigate moviegoing menus, and see custom video playlists of related movie trailers, celebrity interviews and Fandango's original shows Weekend Ticket, Mom's Movie Minute and Reel Kids. We are seeing an enormous shift in consumer engagement and commerce on mobile, as more than half of our ticket sales are now on mobile devices, said Paul Yanover, President of Fandango. As we work with Amazon on even more unique features for Fire phone, we expect to see continued growth in mobile engagement and ticketing.

eBay allows shoppers to access top eBay Deals from Fire phone's home screen. Once a shopper is in the app and searching eBay's inventory, the tilt gesture activates search refinements and filters without needing to tap the screen. Shopping on mobile continues to explode. We are continually developing new and innovative ways to make buying and selling on eBay even easier on across all devices, said RJ Pittman, Chief Product Officer at eBay. Dynamic Perspective's tilt and gesture capabilities helps us eliminate the number of taps and swipes between search, browse and purchase, delivering a simple, delightful shopping experience to our customers.

When players play Magmic's Rubik's Cube, there are several gestures they can use to navigate the game. By tilting the device, players are able to quickly and easily rotate the entire Rubiks Cube, or they can use their head to peek around the edges of the cube to get a view of any side at any time. Implementing features like peeking around the cube and auto-pause in Rubik's Cube sounded like a huge undertaking initially. Perhaps it would have been on other platforms. It wasn't. The Amazon team provided all the software, tools, examples and documentation required to make the process extremely easy, said Troy Johnson, Director of OEM and New Platforms, Magmic. Not only was it easy, I think players will find tremendous value in the features we implemented. Players can now speed cube and watch their favorite content on Amazon Prime without fear of forgetting to pause the Rubik's Cube game.

In Amazing, a puzzle maze game developed by Fluik, the player can explore the specific level they are playing by using their head to look around to map out their course. For Amazing, it was important for players to step into the world, identify with our character and really experience the atmosphere of the game. Using Dynamic Perspective lets us empower players to explore, peek around corners, look up toward the sky, and add that extra touch of real-life immersion, said Klaus Rubba, CTO of Fluik. In other titles, we've used the gyroscope and fought with problems around device positioning. There were too many obstacles to overcome. Dynamic Perspective provided a solution that was easy to integrate with no complications; it just worked for Amazing. The positioning and calib

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