Amazon has introduced a new program called Amazon Mobile Ads API that will enable Android developers to display ads within apps.
The online retail giant has said that the new Ads API can be used to serve advertisements in all apps across multiple Android platforms and devices, provided that the apps are also available on Amazon's own Appstore. This means that any third-party developers can turn to Amazon as an alternative to Google to serve in-app ads.
Amazon also said that the program will offer a "competitive eCPM" and ads from other brand advertisers mixed with its own.
The program will only be available in the U.S. for the time being. There's no word yet on whether it will be expanded to other markets