Today in Seattle, Amazon founder Jeff Bezos unveiled Fire, the first phone designed by Amazon. Fire is the first and only smartphone with Dynamic Perspective and Firefly. Dynamic Perspective is an entirely new technology that responds to the way a customer holds, views and moves the phone. For example, Zillow is using the Dynamic Perspective SDK to create the ability to zoom in on pictures within their app by just moving the phone closer to the user. The revolutionary Firefly technology already recognizes movies, music and more and with the Firefly SDK developers can extend the use of the Firefly button to enable new actions their users can take based on what they can identify. As a developer, these new technologies enable you to create more immersive experiences in your apps and games that increase user engagement.

The Fire SDKs are available now, and make it easy for developers to take advantage of these features in their apps. These SDKs were designed to offer developers power and flexibility with pre-built controls, low level APIs, and complete UI frameworks. You can download both SDKs here.

How Developers Are Using Dynamic Perspective

Fire apps are built with the same familiar Android development environment you are used to. Fire provides a powerful set of hardware to bring your apps alive. With 2 gigabytes of RAM, a powerful Qualcomm Snapdragon 800 Quad-core 2.2 GHz CPU and an Adreno 330 GPU, Fire will support the high performance game experiences customers crave. For detailed technical specifications of Fire, click here.

Zillow used the Dynamic Perspective SDK to integrate real-time information into their app’s user experience. In the Zillow app for Fire, customers can view new listings or nearby homes for sale and rent, right on the Fire carousel without having to open the Zillow app. In addition, Zillow brought a new photo experience to the device so users can use their head to zoom in on a bedroom or peek to see what's around the kitchen corner. “Real estate shopping is an inherently mobile experience so any chance we have to bring listings or new information to a home shopper while they're out on the go is a great thing,” said Jeremy Waxman, Vice President of Marketing and Mobile, Zillow. “Photos are incredibly impactful for home shoppers—it is the most common activity for users of our app. We are thrilled to be able to go one step beyond static images and offer our users the opportunity to zoom in on the photos and then peek around the room with the Dynamic Perspective SDK.”

Ezone.com, the creators of Snowspin and Crazy Snowboard, used the Dynamic Perspective SDK to allow a customer to navigate the endless runner game with just their head—no tapping on the screen necessary. Using head and hand movements, users can control direction and speed. Users can interact with games in a more immersive way – without their hands getting in the way of game play. Additionally, Ezone.com created a special flip jump in Snowspin currently exclusive to Fire customers with just a flick up of the head. “Porting our existing Android versions of Snow Spin and Crazy Snowboard to Fire couldn’t have been easier, and we were able to add new innovative game moves such as a double backflip with just the flick of your head, enabling even higher scores,” said Simon Edis, CEO of Ezone.com. “The Amazon team had all the tools ready to go, making it super easy for us to just drop them in our games and publish.”

CrowdStar used the Dynamic Perspective SDK to create the ability for Covet Fashion users to select their favorite fashion choices for their model. Using zoom and tilt, players can see details of outfits to vote on looks. “Dynamic Perspective is so innovative we’ve just begun to figure out how to take advantage of all the technology has to offer. The simplicity of the user interface and design around a one handed experience will really allow us full creativity as we look ahead in our portfolio of apps and games,” said Jefferey Tseng, CEO of Crowdstar. “Dynamic Perspective has unlocked capabilities we’ve always wanted to create in our game—incorporating zoom and pan in an incredibly natural way without having to touch the screen, is the first example.”

Firefly – Experiencing the World around You

Firefly understands your surroundings, instantly helping you to learn more, discover new things, and take action on the world around you. It can scan physical objects, identify them, and obtain related information about them. Everything from book covers, album covers, bar codes, QR codes, movies, television shows, songs and more. Developers can use the Firefly API to supplement item identification or build actionable options for customers after an item is recognized. For example, iHeartRadio used the Firefly SDK’s built-in music recognizer and music database to identify a song playing. Then they built their own Firefly action to create a station based on the song Firefly recognized.

Go beyond Touch with Shortcut Gestures

Because phones are often used with only one hand, Fire also offers one-handed shortcuts that go above and beyond touch. These shortcut gestures allow you to simply angle the device and “peek” into additional information that your apps can display on screen. For example, customer ratings in the Amazon Appstore instantly appear over each app’s icon when the device is tilted. Navigation is enhanced with gestures: moving back is as simple as flicking up on the screen with a finger, while tilting the device in either direction brings up two additional panels for navigation and contextual information. Gestures can even be integrated inside your games so that users can experience the game in a more intuitive way. Imagine moving a character on screen simply by titling the device instead of having to cover what’s on the screen with your finger.

Creating Multi-Dimensional Experiences inside Your Apps with the new SDKs

Fire enables new ways of interacting with your phone by simply rotating the device around X, Y and Z axes. These gestures were designed to be used with only a single hand, a common scenario when using a phone. We’ve created a framework that integrates directly with these gestures and Fire’s new sensors, making it a simple process to integrate within your own apps.

Fire SDKs and APIs

The underlying technology for Dynamic Perspective and Firefly is sophisticated, but Amazon makes it simple for developers to harness their capabilities. See a full breakdown of the SDKs and their contents here.

Dynamic Perspective SDK

The Dynamic Perspective SDK includes a series of APIs and Controls to help developers create peek, tilt and zoom capabilities within their app based on customer head movements, create multi-dimensional game play, or provide quick navigation menus by tilting the device to the left or right. These experiences are created through a variety of visual effects including adding shadows, depth and tracking head and motion gestures. For example, you could create an app that allows you to peek at how many pages are left in the book you are reading, or browse your apps as if you were flipping through a physical file drawer. Flat cartoonish icons and graphics could be replaced with realistic visuals that use lighting, shadows and motion to create an experience you would want to show off at every opportunity.

Firefly SDK

With the Firefly SDK, developers can build apps that recognize real world objects—music, movies and more—and let customers interact with them. As a developer you can create more immersive experiences that increase both engagement and the frequency of app use. The Firefly SDK comes with built-in recognizers and databases for products, music, movies, URLs, and websites, as well as built-in actions such as dialing a phone number, looking up an object on Amazon or going to a website. Developers can use the Firefly SDK to take advantage of the built-in recognizers, databases and actions.

Fire is Android Compatible

Fire is based on Fire OS so if an app runs on Android it can run on Fire with little to no work. For a developer who just wants to get started with Fire they can do a simple port, or they can use the Fire SDKs to easily integrate UI features such as shadows or hovering images within the app or game, or creating left and right panels based on Fire’s three-panel UI design.

Fire uses the same familiar Android development environment, and while Android Studio is fully supported IDE, you can also use Eclipse and other IDEs. Android Studio Gradle support is also supported for builds. An API simulator for the Side Panels and Carousel is included to test code on stock Android emulators and devices without needing a physical Fire device.

We know that many Android apps and games are built with various technologies so the Fire SDK includes support for those as well. Unity, HTML5 and C++ are all supported. For additional details on using third-party frameworks click here.

By optimizing your apps for Fire, you have the opportunity to create compelling experiences that combine realistic visuals, with both depth and perspective allowing customers to use their smartphone in ways never done before. Starting today we are updating Appstore Developer Select offerings, Amazon Mobile Ads API, and Amazon Testing Service with special Fire incentives.

Amazon Developer Select: Amazon will offer 500,000 Amazon Coins ($5,000 value) for each of your qualifying paid apps or apps with in-app purchasing that meet the additional program requirements for Fire Phone. You can create campaigns via the Promotions Console to give these Coins away to consumers purchasing any of your paid apps or in-app items. For more details on the Amazon Developer Select program for Fire click here.

Amazon Mobile Ads API: Developers earn $6 for every thousand interstitial ads displayed across any supported device in August and September (up to one million impressions per app per month) when they distribute their apps on Fire phones and send the first ad request from a qualified app. For more details on the Amazon Mobile Ad Network Interstitial CPM Offer promotion click here.

Amazon App Testing Service: We have also expanded our testing tool to Fire. Developers can now test their Fire apps before submitting them to the Amazon Appstore. Developers simply drag and drop an app and most will receive feedback about their app’s compatibility within 90 seconds. Additionally, registered developers have access to additional Fire test results that check the app’s experience. These tests enable developers to see how an app looks and performs on an actual device sitting in an Amazon device lab.

With the launch of Fire, Amazon now offers a complete device and apps ecosystem spanning across tablet, phone and TV. Customers pay for your apps once and interact with the experiences you create across all their screens. As a developer, you only need to submit your app once and with few changes make it available to your customers across all Amazon devices. Now is the time to submit your apps and games!

Additional Fire Developer resources:

• Order Fire - Amazon.com Page
• Create a developer account on the Amazon Appstore
• Dynamic Perspective SDK for Fire Phone
• Firefly SDK for Fire Phone
• Setting Up Fire Development Environment
• Getting Started Developing Apps for Fire Phone
• Specifications and Design Guidelines for Fire Phone
• Implementing Foundation Controls for Fire Phone
• Developing for the Home Screen on Fire Phone
• Amazon Apps & Services Blog

-Dave (@TheDaveDev)

The all-new Kindle Fire and the Kindle Fire HD family of tablets include a new feature, called Billboards, that introduces customers to new apps using engaging and colorful imagery.  Ina similar fashion to how large outdoor billboards are designed to catch the eye, our Billboards feature makes use of engaging imagery on the all-new Kindle Fire and Kindle Fire HD storefront to introduce customers to new apps. At Amazon, we are constantly looking for new ways for you to grow your business by connecting you with new customers. Billboards is one of our newest features to improve app discoverability for both customers and developers. 

Customer Experience

When customers view our store on an all-new Kindle Fire or Kindle Fire HD device, they’ll see multiple scrollable billboards at the top of their screen.  Each billboard serves as an immediate entry point to its app’s detail page where the customer will have the opportunity to purchase or download the app.  Promotional images will be curated from our selection of apps and highlighted in the billboards placement. We recommend developers use promotional images that visually communicate the essence of their app.  The promotional image should speak to what your app is all about, your brand and should entice customers to simply check out your great app.  Customers will see billboards on the all-new Kindle Fire and Kindle Fire HD. 

Creating Your Billboard

Promotional images should be 1024x 500 pixels and in PNG or JPG format.  When creating your image, were commend that you strive for an engaging image that speaks to what your app is all about. Make your image colorful to catch the eye of customers, and choose imagery that promotes the essence of your app and brand. Text on your promotional image should be large, simple, and readable. Do not add the price to the image ($0.99) or any discount call outs (50% off).

Submitting Your Billboards

Once your billboards are ready,submit them to Amazon through the Mobile App Distribution Portal. 

1. From the Distribution Portal,navigate to the My Apps tab. Select the app you'd like to edit and navigate to the Images & Multimedia tab for that app. Then, click the Edit button.

2.  Select Upload Image from the Promotional Image field. Choose the image you’d like to upload, and then save the image. Images must be 1024 x 500 in PNG or JPG format.

Amazon is now accepting promotional images, and our marketing team is using these images in featured placements to highlight apps to customers. Promotional artwork gives you an opportunity to capture the attention of customers using colorful imagery that reflects the essence of your apps. At Amazon, we are constantly looking for new ways for you to grow your business by connecting you with new customers. We’ll be expanding our use of these images, and we encourage you to submit your promotional image now to take advantage of these new marketing opportunities.

When creating your image, we recommend that you strive for an engaging image that speaks to what your app is all about. Make your image colorful to catch the eye of customers, and choose imagery that promotes the essence of your app and brand. Text on your promotional image should be large, simple, and readable. Do not add the price to the image ($0.99) or any discount call outs (50% off).

Steps to Upload Promotional Imagery

1. Create or use an existing promotional image that is 1024 x 500 pixels.The images file should be in PNG or JPG format. 

2. From the Distribution Portal, navigate to the My Apps tab. Select the app you'd like to edit and navigate to the Images & Multimedia tab for that app. Then, click the Edit button.

3) Select Upload Image from the Promotional Imagefield. Choose the image you’d like to upload, and then save the image. Images must be 1024 x 500 in PNG or JPG format.

Kindle Fire development resources are now available to our developer community! These resources provide detailed documentation, best practices, an emulator, and sample code to make it easy for you to build great applications for Kindle Fire customers.

Our documentation details how to set up your development environment, create a great customer experience, and optimize and test your apps for Kindle Fire. We also provide a Kindle Fire emulator to help you more easily lay out and test your apps, and sample code that illustrates our best practices for performing specific tasks.

It’s easy to get started building and optimizing your apps for Kindle Fire. Visit the Kindle Fire Development Resources page on the Distribution Portal and start building today!