Exactly my thoughts. Having seen Amazon Appstore from inside I find it miracle that they got the eco-system working much less hoping that it becomes popular. Th

Exactly my thoughts. Having seen Amazon Appstore from inside I find it miracle that they got the eco-system working much less hoping that it becomes popular. The Appstore teams are split geographically but are expected to work on a shared code base/system. Let me not even get started on testing. app developers are treated like trash. Also you have army of highly paid, high quality engineers working on a plethora of software products (like Coins, Maps API etc.,) most of which rarely see the day light; and even if they do they get used just by a few customers! That apart, the Appstore UI is a joke compared to the pace at which Playstore is evolving. They keep parroting their leader's line that it's the content that matters more than the device but Kindle Fire is a failure in many ways in my opinion. Amazon wanted a gateway to their media content which is a right strategy but they got the execution horribly wrong by forking Android. They showcased their silk browser during Kindle Fire was launched and I was dumbstruck that they couldn't foresee bandwidth is only going to get cheaper. They could have launched a device BUT it should have been an Android device, not a fork. They could have developed a high quality media streaming app on multiple platforms, similar to kindle reader, Android, chrome browser, iOS and so on. But no! They had to fork the Android!! Now app developers would have to build their apps and submit to iTunes, Play Store AND the mediocre Amazon Appstore; no wonder the app selection sucks! I sincerely hope they give up on this hardware madness and get back to focusing on pure e-reading experience (Kindle reader), AWS and e-commerce. I've been waiting for colored Kindle reader for half a decade now; and what about educational/technical e-books? That market remains completely untapped just because they haven't sorted out rendering technical books. The kindle reader content team is getting stretched very thin because they now have to support App store and a myriad of devices! So no wonder the innovation on Kindle reader (both hardware/software) has slowed down significantly. Saving grace in all this is that AWS's pace of innovation/product-rollout hasn't been affected yet, but soon it would also be impacted unless they stop money flowing into the sink. PS: Please excuse broken flow of thoughts :-)