Amazon.com has launched its Amazon Appstore in the UK, Germany, France, Italy and Spain, allowing European customers access to Amazon’s Android apps using their Android smartphones and tablets.

Amazon’s Appstore offers a selection of apps and games, including "Jamie Oliver’s 20 Minute Meals", flights app "Skyscanner", "Who Wants to be a Millionaire", and "Cut the Rope". There will also be a a "Free App of the Day" feature.

Developers can build their apps and games using Amazon Web Service's infrastructure platform, and offer them on the Appstore.

The Amazon Appstore also includes Amazon features like personalised recommendations, customer reviews and 1-Click payments.

“Customers in the US have purchased millions of apps, games, in-app items and subscriptions since the store launched last year," said Jim Adkins, vice president of Amazon Appstore.

For audience engagement features like leaderboards, achievements and syncing game state between devices, developers can use Amazon’s new GameCircle services.

To gain exposure developers can take advantage of awareness-building programmes like Free App of the Day. To monetise their apps and games, developers can use Amazon’s e-commerce and payment capabilities like In-App Purchasing and subscriptions.

UK customers can get access to Appstore here.