Amazon Launches Mobile App Analytics, Testing Services; Mike George Comments

Amazon has introduced two service offerings with the goal of helping mobile application developers improve the performance of their apps and increase user engagement.

The company’s analytics and A/B testing services are accessible through the Amazon cloud infrastructure and can integrate into existing and new apps or games for Android, iOs and Fire OS devices, Amazon said Tuesday.

“We’ve spent years at Amazon using data, analytics, and A/B testing to continually improve the experience of customers who shop with us,” said Mike George, vice president of Amazon’s appstore, games and cloud drive.

“We wanted to bring those same advanced tools to mobile app developers to help them improve their customers’ experience,” George added.

The analytics offering is intended to utilize metric tools in order for developers to track active devices, sessions, user retention and in-app purchases.

Amazon says developers can use the A/B testing service to perform multiple tests simultaneously to determine which in-app user experience is most effective based on criteria such as clicks.