Maybe this is just me, but if they have their own app store, their own UI, their own idioms and their own devices.... from any useful user or branding perspecti

Maybe this is just me, but if they have their own app store, their own UI, their own idioms and their own devices.... from any useful user or branding perspective, how are they Android phones? And so more importantly, why does it matter for Android? It doesn't mean Android is more fragmented, because those phones aren't Android phones, it just means one more competitor in the smart phone market. If anything, it makes it easier for developers, because Amazon phones will be easier to port to than another random smart phone brand.