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“If by ‘reach’ we mean the number of customers to which it’s made available, yes.”

Amazon’s Donn Morrill says Google’s decision not to allow alternative app stores in Google Play “strongly discouraged users from discovering” and installing the Amazon Appstore on Android.

It was “materially part of the reason for the limitations of the Amazon Appstore on Android,” he says.

At one point, Amazon saw in testing, only 11 percent of users who visited the Amazon Appstore’s mobile install page wound up successfully installing it.

(That number appears to be for a proposal to replace Amazon’s “Hollywood” install flow with a newer “Spelljammer” install flow, though we clicked away before I could read more. I wonder if Spelljammer had better results.)