Do you prefer native or HTML5 applications? This is a question that is becoming more and more difficult to answer because HTML5 has blossomed into a very mature platform. There are still many benefits to go with native, whereas HTML5 based apps require more effort in testing with a number of devices and libraries to allow them to mimic native.

Starting now, Amazon’s app store is no longer reserved for pure Android apps, as a result developers can now submit HTML5-based applications on the Amazon App Store. Amazon emphasizes that the application developers retain the benefits of open and standardized development, but could also take advantage of the App Store with some easier distribution and better income opportunities.

For starters, Amazon has opened a new section on its website dedicated to developers named Amazon Web App Resources. The website includes not only the tools to monetize Web applications, but also contains Amazon Web App Tester. This tool will allow developers to test their apps perfectly on both Android devices and Kindle Fire. Amazon also gives practical recommendations and guidelines for the development of apps.

Developers can submit and distribute mobile web content without using third party software or perform and can use Amazon’s In-App Purchasing API for JavaScript to build sales of digital goods into their apps such as subscriptions, level upgrades, and digital currencies. Of course, developers benefit from native-like experiences on Kindle Fire with a new, faster web runtime, based on the open-source Chromium project.

“We’ve heard from developers that making their web apps available for mobile devices are hard because many times it means rewriting their app, which takes extra time and often requires third party tools,” said Mike George, Vice President of Amazon Appstore, Games and Cloud Drive. “By launching support for HTML5 web apps in the Mobile App Distribution Program, we’re giving web developers the tools they need and all the benefits that native apps already enjoy in the Amazon Appstore and on Kindle Fire. This opens up new possibilities-starting with faster discovery, access to tools for increased monetization, and the ability to reach new customers for greater exposure.”

In the game segment, Amazon extended sells of digital copies of the games in the UK after this business model has been available in the U.S. Dream Pet Link from Spil Games, and IGN Video Game Reviews, News & Previews from IGN Entertainment are now available in the Amazon Appstore.

Most complete ecosystem for developers

The launch of web application support in the Amazon Appstore is the latest offering in a series of services that make Amazon the most complete ecosystem for developers to create and market their apps and games.

Web developers and content publishers have faced many challenges in building, optimizing and distributing mobile web applications. Previously, it was necessary for developers to use third-party software to convert the contents of the mobile web applications in the Appstore. Amazon is removing these obstacles by providing the following benefits – easy distribution through Amazon Appstore, strong performance web applications on the Kindle Fire and great ways to make money.

In addition, Amazon now offers the ability for application developers to use Amazon Web Services’ (AWS) technology platform for infrastructure needs; building blocks, such as Amazon Elastic Compute Cloud (EC2), Amazon Simple Storage Service (Amazon S3) and Amazon DynamoDB for developers to focus on what differentiates their app rather than the undifferentiated heavy lifting of infrastructure; GameCircle, which includes capabilities like Achievements, Leaderboards, Friends and Whispersync for syncing games across devices; In-App Purchasing on Kindle Fire, Mac, PC and web-based games; A/B Testing, which helps developers improve app functionality with the ability to simultaneously test two different in-app experiences; and Game Connect, which lets you create a list of virtual goods for sale on Amazon.

ABI Research has forecast that there will be 1.4 billion mobile devices with HTML5-compatible browsers by the end of the year, representing an annual increase of 87 percent. Amazon’s move might help change the situation. Amazon can pick up distributions for Android, but other distributors can use the same apps on other platforms, such as Mozilla’s Firefox marketplace on Firefox OS, and the Web on iOS.