• by Steve Smith  @popeyesm, March 5, 2013

In an effort to help developers monetize their apps, Amazon released this week a Mobile Ads API, essentially creating its own mobile ad network from the apps that are present in its store. The API is designed for apps that run on Kindle devices as well as on Android smartphones and tablets. Developers must be part of the Amazon Mobile Distribution Program to use the API.

According to notes on its developer's Web site, apps can pass on to Amazon for targeting latitude and longitude data and gender demos. Publishers can also set a floor price for the ads they want to run. Amazon promises developers they will be getting ads from brand advertisers as well as Amazon itself and its subsidiaries.

The network supports seven ad sizes, according to device, up to 1024x50 and 600x90 on tablets, with straight click-through banners and expandable banners. 

Amazon's intentions of launching a mobile ad network have been rumored for many months. The arrival of an API for developers puts the retail giant squarely in competition with Apple and Google as a hardware maker and a mobile platform provider also offering an ad network.