The analytics and testing services are part of the new Insights SDK that developers can download a beta version of from Amazon's website. It allows them to track user engagement metrics or test different in-app experiences across iOS, Android or Fire OS, the Android-based platform that powers Amazon's Kindle Fire tablets.
The Analytics service lets developers track daily and monthly active devices, which goes beyond downloads to give them a better feel for user engagement and stickiness, according to Amazon. The fact that Amazon tracks devices and not users means a single customer who launches an app on two different devices will be counted twice, while two customers using an app on a single device will be counted once, the company said.
Developers can also keep on eye on sessions, retention, and revenue from in-app purchases.
Using the A/B Testing service, mobile developers can test up to five different in-app interfaces simultaneously to understand which is most successful, based on, for example, conversions or clicks, Amazon said.
Once the developer has integrated the service the company takes care of the statistical calculations. The results are then presented in a web dashboard that shows the best option. Amazon recommends setting up one control version and up to four variations of the interface.
The newcomers are just the latest addition to a growing number of services Amazon offers mobile developers. The portfolio also includes a cross-platform push notification service, in-app purchasing and the Amazon Appstore.