Live app testing pits Amazon against Apple

Amazon (NASDAQ:AMZN) has now stepped up to compete against Apple's mobile app testing service, TestFlight, with its own app testing service targeted at developers with sights set on the Amazon Appstore.

"Live App Testing" is Amazon's latest tool designed to expedite and expand the company's release of newly developed apps, according to an Aug. 13 company statement. The new tool allows developers to quickly send out fresh apps to a predetermined list of testers before they go live. The testers then sample the full suite of Amazon services—such as in-app purchases—against the company's production environment to make sure the app meets expectations.

To choose testers, developers simply add testers' email addresses to Live App Testing. Then, once invited, testers receive an email with instructions to download the app and test it against the Amazon product environment. After the app is submitted, testers can give feedback intended to help the developer improve quality, increase stability and optimize the experience before pushing the app forward for download. Testers can evaluate app compatibility with all Amazon devices, including the Fire TV and Fire phone.

A March 2014 Developer Economics study showed that Amazon users only publishing to Amazon's app store versus its competitors turned approximately 35 percent more revenue than those who only published to the Apple (NASDAQ:AAPL) app store, which had the second-highest single-submission return rate. The study also showed that developers publishing to Amazon's Appstore in addition to one other app store have high average revenues as well, meaning developers running trials on Amazon have a good chance of optimizing conversion rates.

The new testing service is just one more developer tool rolled out by Amazon in recent months, reported TechCrunch. The company also offers an A/B testing service, Amazon maps, as well as APIs for in-app purchases, mobile ads, mobile Amazon Associates, device messaging, GameCircle (game data syncing), and login with Amazon.

For more:
-See this Amazon press release
-See this Developer Economics study
-See this TechCrunch article

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