Device Targeting: Amazon Aims to Protect Against App Fragmentation

By Karla Robinson
September 25, 2012

Amazon recently released multiple new Kindle Fire tablets with various screen sizes, display resolutions and hardware capabilities.
To ensure a rich app experience and protect against fragmentation, Amazon has added a new tool called “device targeting” that allows developers to build multiple versions of their apps for various devices.
“Developers could simply try to manage the variances from within a single application so that their software automatically works in the proper combination of resolution and screen size, but Amazon is now supporting the ability to create apps specific to the different hardware combinations,” GigaOM explains.
Amazon says the new device targeting support offers better search relevancy for your app, reduced customer confusion and device-specific feature optimization.
“From a consumer standpoint, this should improve the Amazon Appstore for Android experience, and not just on Amazon’s Kindle Fire,” suggests the post. “Any Android device that has the Appstore loaded will benefit, which could in turn lead to more app sales for developers along with additional app revenues for Amazon.”

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