Amazon announced the official launch of its Appstore in the UK, Germany, France, Italy, and Spain, a move it said gives European customers “access to Amazon’s broad selection of quality Android apps with the convenience of shopping on Amazon from their Android phones and tablets”.

The company said that the portal will feature a number of its existing merchandising options, including personalised recommendations, customer reviews and one-click payments. It also said that apps are “Amazon-tested and backed by Amazon’s world-class customer support”.

Amazon has also adopted different branding for the store in different markets. In Germany, France and Italy, it is using the name App-Shop; in Spain it has adopted Tienda Apps; while the UK gets the original Amazon Appstore for Android.

In addition to providing international and local content, Amazon will also offer its Free App of the Day promotion.

Jim Adkins, VP of Amazon Appstore, said: “Amazon has spent years developing innovative features that help customers find and discover the products that are right for them and have applied that know-how to the Amazon Appstore. We’re delighted to extend that experience to our European customers.”

Amazon announced its plan to launch the Appstore in Europe earlier this year, and has enabled developers to start selecting the international markets where they want to offer products.