Amazon last week launched a new mobile website for its Amazon MP3 service in the US with the specific aim of optimising the site for iPhone and iPad users.
The new HMTL5 site is an effort to increase its share of the download market amongst iPhone and iPad owners, who are more often drawn to the iTunes store that is inbuilt on Apple devices, even though Amazon usually beats the Apple download store on price. Amazon’s Steve Boom said that the new mobile site was designed to meet a “top request from customers”, which is to be able to more easily “buy music from Amazon right from their devices”.
By selling MP3s over the mobile website rather than via an app, Amazon avoids having to gain Apple approval for its platform and, more importantly, doesn’t have to pay any commissions to its rival. It just has to persuade Apple fans to fire up its website.