New beta introduced for Android app developers.
Amazon has announced the rollout of its Mobile Ads API beta, which is aimed at allowing third-party developers to integrate display ads into Android apps and games, FireceMobileContent has reported.
The Amazon Mobile Ads API will serve ads to US users across Android smartphones and tablets, as well as its own Kindle Fire and Kindle Fire HD devices.
Amazon stated: "Apps that use the Amazon Mobile Ads API may be distributed through any Android platform as long as they are distributed through the Amazon Mobile App Distribution Programme."
Amazon has promised developers "high-quality ads" spotlighting its own products and services, as well as its brand partners, alongside four-step API integration and revenue tracking via a single portal. Ad targeting options include latitude and longitude coordinates, gender and floor price. The API also features an AdListener interface that enables developers to track ad lifecycle events.
Amazon's foray into the world of in-app mobile advertising represents its latest threat to Google's dominance over the Android ecosystem. Last month, Amazon introduced Coins, a virtual currency aimed at driving purchases of Kindle Fire-optimised applications, games and in-app goods.