It's almost two years since Amazon's Appstore appeared on the Android scene, serving up what some believe is still the only real competition to Google Play.
It was quickly followed by the launch of the Kindle Fire, with many at the time predicting an unseating of Google and Samsung at the top of the Android tree.
So, we asked the Mavens:
What impact has Amazon actually had? What benefits does Amazon offer developers, and has the company achieved the goals it set out with? Furthermore, what impact has Amazon's assault had on Google?
I can give you a couple of hopefully relevant screens from my presentation at Mobile Games Forum the other day.
These are for our game Traffic Panic London for iOS, Google Play and Amazon App Store. This was mostly in the US as the European store hadn't really launched then.
So, not particularly impressive last summer.
However, I do think Amazon can become a relevant app store for mobile developers and I like its new virtual coin idea, which has a chance to get significant traction if it works well.
With its cheap devices, there will be millions of Kindle Fires out there, so it's only a matter of time before Amazon becomes a major player to consider working with.
I just want to comment briefly on the last part - 'what impact has Amazon's assault had on Google?'
I should think Google is delighted. More devices to use Google search and see its advertising, more apps in the hands of consumers into which it can deliver advertising.
Google's ambition with Android was always to move the mobile market forwards so it can make more money from more eyeballs.
From a perspective of Googles core ad and search revenues, its all good. For the Motorola part of Google, maybe less so.
According to his Twitter feed... John is co-founder of dimoso, the bestest new marketing and PR agency you'll find. Also an all-round nice guy...
David's absolutely right that, from Google's perspective, any third party store that's promoting Android apps and therefore Android devices can only be a good thing - as well as generating lots of lovely web searches and opportunities to view advertising.
I'm not sure if Amazon's app store has achieved its goals yet, if only for the fact that I don't know what those goals are.
Obviously, it's part of Amazon's strategy for its own hardware, but I don't recall Jeff Bezos doing a Steve Jobs and predicting market share and device shipments on launch day.
I can say that very few of the developers we speak to have a strategy to launch on Amazon, and if they do it's only as a 'might as well' after they have created an Android version.
I don't see that changing unless downloads and revenues improve, which is a bit of a catch 22 as it depends on more great apps hitting the store to drive consumer interest.
Oli's slides on their experience at Neon Play are very stark and if I'm honest - a bit depressing. It would be good to have a bit more competition out there.