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Mike Hines, Amazon

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What to Expect When Selling in the Amazon Appstore (White Nights Conference Helsinki 2016)

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Mike Hines, Amazon

  1. 1. WHAT TO EXPECT WHEN SELLING IN THE AMAZON APPSTORE Reach  Engage  Earn MIKE HINES DEVELOPER EVANGELIST, AMAZON @MikeFHines mikehines45 mihines@amazon.com
  2. 2. CREDIBLY INNOVATE PHOTO HERE Amazon Appstore TODAY’S AGENDA What’s the same What’s different How to get started
  3. 3. What is the same about the Amazon Appstore
  4. 4. WHAT IS THE SAME OR VERY SIMILAR Feature Amazon Appstore Revenue Split 70/30 Supported OS Android & FireOS App Submission Form ~30 minutes (only one new image and two new text fields required) Availability 236 Countries & Territories Revenue Over half of active devs say they earn the same or more on the Amazon Appstore1,2,3,4 1. BlueCloud 2. Flurry 3. Developer Economics 4. Distimo
  5. 5. SELL IN 236 COUNTRIES AND TERRITORIES
  6. 6. Who are they? Amazon Customers 56% Females 44% Males Gender 7% 13-17 13% 18-24 16% 25-34 12% 35-44 18% 45-54 34% 55+ Age
  7. 7. What do they do? Amazon Customers • All Kindle users have a registered payment card • 1-Click payment system drives high conversions Kindle Fire customers convert 386% better than Google
  8. 8. What do they do? Amazon Customers • Mean average revenue for all developers earning between • $1/app/month and $200k/app/month • and publishing to 3 app stores Amazon Appstore REVENUE Developer Economics, Which App Stores Should You Use? http://www.developereconomics.com/which-app-stores-should-you-use/
  9. 9. What is the different about the Amazon Appstore
  10. 10. WHAT IS DIFFERENT Feature Amazon Appstore Install Base Pre-installed on some phones and all Amazon Fire devices CC Support Amazon customers use existing account Submission Review ~1 day (you can specify a day and time to launch) Availability 236 Countries & Territories Alternate Payment Amazon Coins Monetization IAP, Premium, Ads, Subscription, Underground Merchandising Merch by Amazon
  11. 11. WHAT IS DIFFERENT Feature Amazon Appstore Install Base Pre-installed on some phones and all Amazon Fire devices CC Support Amazon customers use existing account Submission Review ~1 day (you can specify a day and time to launch) Availability 236 Countries & Territories Alternate Payment Limited CB, Amazon Coins Monetization IAP, Premium, Ads, Subscription, Underground
  12. 12. WHAT IS DIFFERENT Feature Amazon Appstore Install Base Pre-installed on some phones and all Amazon Fire devices CC Support Amazon customers use existing account Submission Review ~1 day (you can specify a day and time to launch) Availability 236 Countries & Territories Alternate Payment Limited CB, Amazon Coins Monetization IAP, Premium, Ads, Subscription, Underground
  13. 13. WHAT IS DIFFERENT Feature Amazon Appstore Install Base Pre-installed on some phones and all Amazon Fire devices CC Support Amazon customers use existing account Submission Review ~1 day (you can specify a day and time to launch) Alternate Payment Amazon Coins Monetization IAP, Premium, Ads, Subscription, Underground Merchandising Merch by Amazon
  14. 14. AMAZON COINS CAN PROVIDE THE SAME APPS AND IAP FOR LESS Amazon Coins work like cash in the store Developers get full face value • Coins can be purchased at a discount • Coins can be awarded by devs • Coins can be earned free • Coins can be gifted Save up to 15%
  15. 15. WHAT IS DIFFERENT Feature Amazon Appstore Install Base Pre-installed on some phones and all Amazon Fire devices CC Support Amazon customers use existing account Submission Review ~1 day (you can specify a day and time to launch) Alternate Payment Amazon Coins Monetization IAP, Premium, Ads, Subscription, Underground Merchandising Merch by Amazon
  16. 16. MANY MONETIZATION OPTIONS BUT, Premium In-App Purchase Ads There’s room for improvement • “The biggest problem with freemium app models is that 97% of consumers don’t convert, instead sticking to the free features.”1 • Cost of $2.10 and $1.51 per download for iOS and Google Play respectively in the US often eclipses user lifetime value (LTV)3 • Free apps attract more users that premium apps 1 WSJ http://www.wsj.com/articles/mobile-game-makers-try-to-catch-more-whales-who-pay-for-free-games-1431306115 3 Chartboost: https://www.chartboost.com/insights/ 2015
  17. 17. A NEW SHOPPING APP DISTRIBUTING #ACTUALLYFREE APPS Turn 100% of your Android users into revenue-generating customers Developers waive fees on apps and In App Purchase items. Customers get #ActuallyFree apps! Amazon pays developers for cumulative minutes customers spend in an Amazon Underground app.
  18. 18. AMAZON UNDERGROUND HOW WILL IT WORK FOR YOU? • Back-of-the-napkin • Back it out of ARPU $0.002 for every user-minute $0.12 per hour per user
  19. 19. AMAZON UNDERGROUND HOW WILL IT WORK FOR YOU? • Back-of-the-napkin • Back it out of ARPU 10K Users 150K Minutes 150K x $0.002 = $300
  20. 20. WHAT IS DIFFERENT Feature Amazon Appstore Install Base Pre-installed on some phones and all Amazon Fire devices CC Support Amazon customers use existing account Submission Review ~1 day (you can specify a day and time to launch) Alternate Payment Amazon Coins Monetization IAP, Premium, Ads, Subscription, Underground Merchandising Merch by Amazon
  21. 21. Merch.amazon.com Create a New Revenue Stream with Branded T-Shirts • Your designs, your price *Within some reasonable limits • An Amazon.com Product Page for each shirt • Amazon does transactions, fulfillment (to U.S.), returns, and pays you • No out-of-pocket cost to you • Earn a royalty for each t-shirt sold
  22. 22. MERCH BY AMAZON ROYALTY CALCULATOR
  23. 23. merch.amazon.com
  24. 24. Merch.amazon.com Create a New Revenue Stream with Branded T-Shirts • Don’t even need to have your app on the Amazon Appstore. • You don’t even need to have an app at all... • Sign up and enter #WhiteNights in the comment field!
  25. 25. GETTING STARTED WITH THE AMAZON APPSTORE
  26. 26. GETTING STARTED Test your existing APK for compatibility Over 75% of apps submitted just work with no engineering required Find out here: http://bit.ly/AppstoreAppTesting Pick the most profitable monetization model http://bit.ly/UndergroundCalculator Sign up for a free Amazon Appstore account https://developer.amazon.com/login.html Submit your app!
  27. 27. Learn more: http://developer.amazon.com/welcome http://merch.amazon.com http://developer.amazon.com/underground How did we do: http://bit.ly/mikehines Follow us: @MikeFHines developer.amazon.com/blog

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