Amazon's quest to kindle developer interest in Fire OS

Since the launch of Fire OS 3.0 (code-named Mojito) last month on its HDX and HD tablet devices, Amazon (NASDAQ:AMZN) has begun working harder to court not only large app publishers, but also the indie developers who may consider it an app store afterthought. On Oct. 8, for example, Amazon announced Appstore Developer Select, a program whereby developers who optimize their apps or games for Fire OS can get premium placement in its app store, along with other incentives. The program gives developers who optimize their apps for Fire OS incentives such as premium placement in Amazon's app store. Aaron Rubenson, director of Amazon's Appstore, told FierceDeveloper the program was designed specifically to address challenges developers have said they encounter around discoverability and attracting customers. He wouldn't say how many developers Amazon is hoping to add through the program, however. For more on Amazon's quest to lure developers, check out this FierceDeveloper special report.