Amazon has an advertising platform on which mobile app developers can promote their apps on Android devices.
The platform, dubbed Advertise Your App with Amazon, will allow developers to advertise their apps on Android smartphones and tablets as well as Amazon tablets.
The company said a new campaign takes less than 90 seconds, and requires an investment of $100 or more. Developers should pay when a user clicks on an advertisement.
Amazon did not unveil the installed base of Fire tablet users and said the ads have the potential to reach millions of customers.
Amazon spokeswoman Lyn Hart was quoted by Bloomberg as saying, "We work with many developers to support merchandising and advertising across our platforms and devices.
"We realized that many more developers would benefit from this advertising and merchandising."
Amazon holds less than a 1% share in the $28.7bn US mobile-advertising industry, which is being dominated by Google and Facebook with 35% and 17% shares respectively.
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Spending to market apps alone is estimated to increase 80% to $3bn in 2015. Facebook is expected to lead the market.
