Amazon just outlined a new Device Targeting feature which lets developers customize the Android application package (APK) to specific Amazon devices. Specifically aimed at providing a unique experience for the various members of the Kindle Fire family, it allows developers to optimize apps for screen size, resolution, API version, and more. With multiple models in the Kindle Fire lineup, developers can tailor-build something that looks better on larger, higher resolution screens.
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As to why Amazon is opting to go this route, well there are multiple reasons, including better search relevancy and reduced consumer confusion.
For more information, head to Amazon’s Developer blog.