Amazon American online bookseller has announced an In-App Purchasing (IAP) service aimed to make it easier for its Appstore developers to offer digital content and subscriptions, The Inquirer reported.

The service will enable Android and Kindle Fire users to manage subscriptions from within individual applications while using the one-click service available on Amazon's online store.

Amazon said that the service is simple for developers to integrate and will help monetise their apps and games while offering customers "a seamless and secure one-click purchasing experience".

Developers such as Disney and Gameloft as well as publishers such as Dow Jones and the New York Post have already integrated the IAP service.

Last week Amazon ranked second on the app store front, beating the Google Play app store. According to the mobile applications analytics outfit Flurry, Amazon's Appstore revenue per user was 89 per cent of the Itunes App Store revenue, which ranked first, with Google Play revenue per user lagging at 23 per cent.