This could almost be seen as a trojan horse for Amazon to break into new markets without having to do any of the heavy lifting Google and Apple do. Increased brand recognition + Amazon's growing developer community interested in bringing apps to their platforms only reinforces their clout in consumer technologies. As the app stores of old fade away in importance their efforts in consumer hardware and developer communities are being further pushed into prominence. I.e. eventually they won't need Google's play store and can more ambitiously take on the market.