A number of media outlets are reporting that Amazon.com (AMZN
) will start its own Android app store,
putting it into direct competition with Google (GOOG
) to sell applications for the mobile operating system. The move would also help Amazon flank the Apple (AAPL
) Apps Store which distributes software for the iPhone and iPad.
Amazon.com may simply have decided the app market is too important to the future of e-commerce to be left to rivals Google and Apple. That may not be a solid rationale by itself, but sometimes a good defense is the best offense.