US mobile operator Cellular South is set to launch the new HTC Merge, an Android smartphone which the operator describes as being “the first smartphone in the world to come preloaded with the new Amazon Appstore.” And the operator says it will be the first with such a handset when it launches next month (April).

Although a small player in the US mobile market, Cellular South’s support for a smartphone pre-installed with the Amazon Appstore signals a level of backing for the new store, particularly as it follows on the heels of a statement from AT&T last week that it would allow its customers to access the Amazon store from their Android handsets. The operator has previously blocked access to third-party Android stores.

Both moves are acknowledgements of the potential popularity of Amazon’s new store. Users who download an app from the store can use it on any of their compatible Android devices. An initial offer to offer a paid app for free every day is another attraction. Separately, Amazon this week launched a new service for Android smartphones and tablets, as well as PCs and Macs, that enables users to remotely store their music collections.