The mobile app industry is going through major shifts, with Amazon Appstore shutting down for most Android devices and Google Play introducing updates that may affect conversions and ASO rankings. Developers must act quickly to adapt to these changes and stay competitive. Let’s go over the key updates and what you can do to stay ahead.
Amazon Appstore Shuts Down – What Does It Mean?
Amazon has announced that starting August 20, the Amazon Appstore will no longer be available on Android devices except for Amazon Fire. This means apps in this store will lose access to users on regular Android devices.
What should developers do?
- Check if your app is available on Google Play or other stores.
- Notify your users and encourage them to switch to another platform.
- Explore alternative app marketplaces, such as Samsung Galaxy Store and Huawei AppGallery, to maintain visibility.
Google Play Warning Labels – A Threat to Conversions?
Google is testing warning labels in app listings that could reduce conversion rates. Some users now see messages like:
- “This app has fewer users compared to others on Play.”
- “This app is frequently uninstalled compared to others on Play.”
- “Users engage with this app less frequently than other apps on Play.”
Not all users see these warnings yet, but their introduction suggests that Google is prioritizing high-engagement apps.
How to protect your app?
- Improve user retention by offering engaging features and updates.
- Track uninstall rates and work on reducing churn.
- Increase engagement with push notifications, interactive content, and regular updates.
DAU/MAU Ratio Now Affects ASO Rankings
Google Play has made Daily Active Users (DAU) / Monthly Active Users (MAU) an important factor for ASO rankings. If this ratio is too low, an app may drop in search rankings.
- DAU (Daily Active Users) – The number of people using the app daily.
- MAU (Monthly Active Users) – The number of people using the app at least once a month.
How to avoid ranking penalties?
- Boost user retention with engaging features.
- Encourage daily interaction through gamification, rewards, or exclusive content.
- Monitor DAU/MAU metrics and adjust your marketing strategy accordingly.
Google Play Introduces Search Ads in Autocomplete
A new ad placement in Google Play search autocomplete allows apps to appear as a suggestion before users finish typing their query.
Why does this matter?
- Apps can gain visibility earlier in the search process.
- It adds a new way to advertise alongside organic ASO strategies.
- More competition for search traffic, as ads take up valuable space.
Developers should consider this a new opportunity for paid promotion but also be aware of increasing competition.
Google Play Relaxes App Icon Rules
Previously, Google Play required that app icons should not be “too appealing” to children unless the app was specifically for kids. This rule has now been removed from the developer console.
However, Google’s documentation still contains a warning about icons that might attract children, so it’s unclear if this change is permanent.
Apple Introduces Apple Invites
On a positive note, Apple has launched a new app called Apple Invites – a tool for creating and managing event invitations.
- Integrated with Maps and Weather to help plan events.
- Supports shared albums for event photos.
- Allows collaborative Apple Music playlists for event attendees.
Apple is making it easier for users to plan and enjoy events together – let’s see how this feature performs in the long run.
SUM UP
These changes will have a significant impact on mobile marketing and keyword-based app promotion. Developers will need to adapt their ASO strategies, monitor performance metrics, and stay proactive in optimizing their apps. Stay tuned—we’ll keep you updated on the latest industry trends and insights.s
