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Amazon Launches New A/B Testing Capability For App Developers

(NASDAQ:AMZN) – Amazon today announced the beta launch of a new, free A/B Testing capability for Kindle Fire developers. With A/B Testing, developers can test simultaneous treatments of their apps, receive data about what’s worked best, and quickly adjust their apps to take advantage of this customer learning. A/B Testing is the latest developer service that Amazon has launched (along with Achievements, Leaderboards, Whispersync across devices, In-App Purchasing, and 1-Click Purchasing) that make it simpler than ever for app developers to concentrate on the differentiating parts of their apps rather than the undifferentiated infrastructure and engagement components. Starting today, developers can download the A/B Testing beta SDK at: https://developer.amazon.com/sdk/ab-testing.html.

“Apps are living products continuously being updated, modified and improved, and with millions of potential active users, developers know that seemingly small changes can have a large impact on customers. Our A/B Testing service is essential for developers because it will help offload the overhead costs of building, maintaining and running scalable tests,” said Mike Frazzini, Director of Amazon Games. “We’ve drawn from our years of experience conducting and refining our own A/B testing on Amazon.com to bring developers a testing product that will give them the capability to perfect their apps, retain customers, and grow their business.”

“A/B Testing helps us understand exactly what our customers want so we can offer the best games possible and we think Amazon’s A/B Testing is going to be an important tool in building great games for customers,” said Mike Lehne, CTO, Concrete Software. “Amazon has been great to work with. The team has been responsive, quick, and helped make sure our A/B testing implementation went smoothly so we could start analyzing results right away. We think A/B Testing is going to help us make Wordsplosion even better, something we know our customers are going to be very excited about.”

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