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Amazon has announced that it will be shutting down its Amazon Appstore for Android devices on August 20, 2025. While the app marketplace will continue to operate on Fire Tablets and Fire TV devices, it will no longer be accessible on standard Android smartphones and tablets. Alongside this move, Amazon is also discontinuing its Amazon Coins digital currency, which was used for purchasing apps and in-app transactions. Users with remaining Coins will receive refunds once the program ends.
Background on the Amazon Appstore
Amazon launched the Amazon Appstore in 2011 as part of its broader strategy to create a digital ecosystem independent of Google’s Play Store. It provided an alternative app marketplace, particularly for Fire Tablets and Fire TV users, since Amazon’s FireOS—a forked version of Android—lacks access to Google Play Services. This meant users had to rely on Amazon’s proprietary store to download and update apps. The store also gained traction among users who preferred an alternative to Google’s ecosystem, allowing them to download apps without requiring a Google account.
The Appstore played a crucial role in supporting Amazon’s hardware ambitions, including the Fire Tablet lineup and the Fire Phone, a smartphone that ultimately failed in the market. The Fire Phone, launched in 2014, was designed to integrate deeply with Amazon’s services but was discontinued after just one generation due to poor sales and lack of consumer interest.
A Strategic Shift Away from Android Devices
Amazon launched the Appstore as an attempt to compete with Google Play. It was particularly useful for Kindle users, as it enabled direct purchases within the Kindle app, a feature unavailable in the Play Store version due to Google’s in-app purchase policies. However, maintaining an independent app store outside of Amazon’s proprietary devices proved challenging, as most Android users were already accustomed to Google Play. The need for a separate store diminished over time, making its shutdown a logical step for Amazon.
Beyond its primary function as an app distribution platform, the Appstore required developers to create and maintain separate versions of their apps due to the lack of Google Play Services on FireOS devices. This added an extra layer of complexity, reducing developer interest in the platform.
The End of Amazon Coins
As part of its restructuring, Amazon is also discontinuing Amazon Coins, a digital currency that allowed users to purchase apps, games, and in-app content at discounted rates. As of February 20, 2025, Amazon Coins are no longer available for purchase, and any unused balance will be refunded when the program ends on August 20, 2025. The decision to end the Coins program aligns with Amazon’s broader strategy of simplifying its digital services and focusing on its core offerings.
Impact on Windows Appstore Users
The discontinuation of the Android Appstore follows a similar decision regarding Amazon’s Windows Appstore. Originally launched in 2021, this platform provided Windows users access to Android apps, particularly through Microsoft’s integration of Android app support in Windows 11. However, Amazon confirmed last year that it would be ending support for this service as well. The shutdown will take effect on March 5, 2025, marking another step in Amazon’s withdrawal from third-party app ecosystems.
What This Means for Users and Developers
For consumers, this change means that those using regular Android devices will need to migrate to Google Play or alternative marketplaces for app downloads. Fire Tablet and Fire TV users, however, will still have access to the Appstore, ensuring that they can continue to download apps designed for their devices.
Developers who have published apps on the Amazon Appstore for Android will no longer be able to distribute their software through Amazon’s marketplace outside of FireOS. Amazon has advised developers to prepare for the shutdown and explore alternative app distribution channels if they still wish to reach non-Amazon Android users.
A Shift in Focus
Amazon’s decision to scale back its Appstore operations reflects a strategic shift in focus. Instead of competing directly with Google Play, the company appears to be concentrating on its own hardware ecosystem, ensuring that Fire Tablet and Fire TV users continue to have a seamless app experience while stepping away from broader Android support.
The shutdown of the Amazon Appstore on Android and Windows signifies a turning point for Amazon’s digital services. While the Fire ecosystem remains intact, the move marks the end of an era for Amazon’s efforts to establish an independent app marketplace outside of its own devices. As the August 20 deadline approaches, affected users and developers will need to transition to new solutions for their app needs.