When Android first came out, there were a lot of concerns about an open source OS. One of the biggest ones was, what if a company takes Android, strips everything Google out of it, and builds an entirely new platform on top of it? Well, Amazon seems dead set on making sure we know what that's like. The company has already built its own Appstore, content delivery services, and closed hardware on top of Google's baby. Now it's taking aim at Mountain View's money maker: ads.

The new mobile ads API will allow developers to easily embed advertisements in their apps. The service competes directly with Google's AdMob. One of the requirements for using Amazon's system is that devs have to launch their app on the company's Appstore. They're free to also launch on the Play Store, but a version must be made available via Amazon's channels. A clever way to boost its library, no doubt.

While Amazon promises to be able to compete with Google on price, it has offered samples of code that will default to Amazon ads but have the ability to fall back on AdMob. Despite the company's hesitancy to even mention Google when it can avoid it, this is a nice, developer-friendly courtesy for those who aren't 100% sold on ditching the familiar incumbent.

Source: Amazon

Eric Ravenscraft
Eric is a snarky technophile with a taste for the unusual. When he's not obsessing about Android, you can usually find him obsessing about movies, psychology, or the perfect energy drink. Eric weaves his own special blend of snark, satire, and comedy into all his articles.

  • http://k3rnel.net Juan Rodriguez

    I'm quite glad that Amazon is tackling Ads too. Frankly, Google's customer service in Adwords is beyond abysmal, while Amazon's is top-notch. If this gets Google to buckle down and hire a couple of humans to replace their horrible, horrible customer service bots, more power to Amazon.

  • http://pctonic.net/ Ashutosh Mishra

    How is Amazon duplicating everything else that Google does? Google does a ton of things that Amazon does not, and vice versa.

    Android is a great open source project with a very liberal license. That's literally asking for companies like Amazon to do whatever the hell they want with it without contributing anything or complimenting anyone.

    I personally think Amazon has done a horrible job with Android for their Kindle tablets (the OS on Kindle Fire has horrible performance compared to stock Android), but I wouldn't blame them for grabbing Android and running away with it.

  • vitriolix

    Listen, if you are a fan of Android, this is great news. It is good for consumers to have 2 bohemoths fighting to push the platform forward.

    • Matthew Fry

      except one is making things open and the other is making things closed

  • Xavier Spruill

    If Google pulls the rug on Android's guaranteed 5 year "openess" clause they, themselves devised up and then bound themselves too. I wonder how Amazon will pull itself out of this Android addiction its creating. I suppose that they can create there own OS but that takes a ton of capital and a ton of time, especially to reach the critical mass Android has drum up. But then, assuming they attempted that hugh undertaking, would they still have the developer support and user/brand loyalty they've so, humbly, enjoyed under Android umbrella. This dependency is dangerous, i know that the big wigs at Amazon realize this... I don't know, just the rants of an observer i guess.

  • John O’Connor

    And what of Googlezon 2014? Why has this been relegated to the back end of nowhere? They both offer services that the other is either lacking in or not as well entrenched while at the same time having/offering/providing redundant services. From a rational standpoint it would make much more sense to combine their relative strengths and be the oft fantasized about pipe dream: dominator of all things web and tech (and with Amazon, retail).

    Get on it Googlezon. What kind of pre-nup do we need to get this marriage arranged?

  • cy_n_ic

    ads?..what ads? ;)