This is exactly what Android needs.

Many of the enduring criticisms of Android I've seen are pointed at the Market. No matter how much merit those criticisms may have--inadequate policing, malware, weak categorization, whatever--separate distribution channels are exactly what's missing from the mobile app ecosystem, forcing distributors to compete, learn from each other and improve.

I'm excited to finally see Android's strengths being taken advantage of. The fact that Amazon can do this and still have a thriving platform to target speaks to its strength. And hey, if it fails, someone else can try again and maybe do better.