Amazon.com wants to get into the app-selling arena with an online store to distribute software for Android smartphones -- and it's run smack into Apple.
The Amazon Appstore, which was unveiled Tuesday, includes free and paid apps from Android software developers. The online retailer decided to focus on the market for Android apps because of its rapid growth, said Aaron Rubenson, who is in charge of the Appstore's business operations.
It's never that easy, of course. Apple took issue with the name "Appstore" on Friday, reported Bloomberg News, promptly filing a lawsuit to prevent today's launch.
"Amazon has begun improperly using Apple’s App Store mark in connection with Amazon’s mobile-software developer program,” Apple said in the complaint. Amazon also plans to use the name with a mobile-software download service, the complaint states, noting that Apple tried several times to contact Amazon.
Since 2008, a slew of Android-running phones and tablets running Android have been released, and Google's own Android Market app store, which is available on these devices and online, now offers more than 150,000 apps.
As Amazon sees it, this growth can make it hard to discover apps that you like. The company believes its experience helping shoppers find what they want online will translate well -- especially since it could use data on what you've bought from Amazon.com in the past to recommend Appstore apps.
Rubenson would not say how many apps the Appstore will include initially, but said there will be a broad selection including note-taking program Evernote and the game PacMan. Prices will be competitive when compared with the Android Market, he said.
The Appstore will also offer such perks as allowing users viewing the site on a computer to test out many apps before buying them and giving visitors a paid app for free each day. The first freebie will be Angry Birds Rio, which is a new version of the popular "Angry Birds" game series that ties in with the upcoming animated movie "Rio." It normally costs $1.
Seattle-based Amazon will be testing all apps before adding them to the Appstore to make sure they work as developers describe them and that they're free of malicious software, Rubenson said. Available apps will conform to Amazon's general content rules, which means the Appstore will, for example, exclude apps that include pornographic content.
The Appstore is available online at Amazon.com/appstore, despite the Apple lawsuit, and a mobile version is available for download at the same Web address.
Besides the software available through the Appstore, Amazon sells a variety of digital content including songs in the MP3 format and movies and e-books for its Kindle electronic reader.
The Associated Press contributed to this report.