Amazon has launched a new Mobile Associates API for Kindle Fire and other Android devices, which would enable purchasing goods from the online retailer within mobile apps.
The new feature would enable application developers to develop games, sports, weather and other apps that sell merchandise from Amazon, either within the app or by linking to the online retailer's web store.
Amazon Appstore, Games and Cloud Drive vice president Mike George said that developers now have the ability to create an even deeper connection between their app and the products customers value and purchase through Amazon.com.
"Imagine a developer of a nutrition and fitness app can now offer their customers the ability to purchase vitamins, supplements and fitness gear within the app, directly from Amazon.com. It offers the customer a more relevant experience and provides the developer with a new source of revenue," George said.
According to the online retailer, the app and game developers could sell a single item from within an app or game, showcase a category of goods, or combine the purchase of physical goods with digital goods.
In April 2012, Amazon, for the first time, enabled developers to add in-app purchasing for digital content, following a similar feature offered by Apple and Google.
Users of Amazon.com were not able to access the website after the site experienced a brief outage that last for about 45 minutes.