Unless you own a Kindle Fire tablet it’s unlikely that you’ve ever even seen Amazon’s own Android Appstore. Well in order to garner more support for its Android business, the company is set to expand its Appstore to new territories and devices later this year.

Currently Amazon’s Appstore is only available in the US, certain European countries (only the UK, Germany, France, Italy, Spain so far), and Japan. But as of today Amazon has notified developers using its store that they can begin submitting apps for distribution in new territories, which will include Austrailia, Brazil, Canada, Mexico, India, South Africa, and South Korea. However the service won’t be going live for a few more months yet.

On the back of this Amazon will also be making its store available on smartphones, as many of the new regions currently don’t sell any Kindle Fire products. This will allow Amazon to finally start selling apps outside of the Google Play Store, offering up the first real competition to Google’s service.

It’s quite a bold move by Amazon, but a necessary one if the company hopes to expand beyond its range of tablets. The real question is will consumers we willing to chose Amazon over Google, and will the lack of a default install base prevent Amazon succeeding?

I’m not sure how many people will chose Amazon’s Appstore over the standard Google Play store, I personally can’t see myself using it, but I suppose the extra choice can’t hurt.

Robert Triggs
Lead Technical Writer at Android Authority, covering the latest trends in consumer electronics and hardware. In his spare moments, you'll probably find him tinkering with audio electronics and programming.