Discoverability on mobile is a major hurdle that any new mobile developer will have to overcome if they want to make it in an increasingly crowded industry. There usually isn’t a lot a new developer can do to overcome this, but Amazon might just have a solution for the developing willing to scratch its back.

Amazon announced today the launch of the Appstore Developer Select – a new program dedicated to helping developers increase their discoverability on the Amazon Appstore. As the name implies, developers will gain entry into the program upon earning the favor of Amazon by optimizing their apps for the Amazon Appstore and Fire OS.

Note that Amazon doesn’t say you must remain exclusive to their Appstore or Kindle Fire. All it’s asking for is the following:

To qualify for Appstore Developer Select, apps simply need to be optimized for the Amazon Appstore and Fire OS and include relevant Amazon APIs, such as GameCircle, In-App Purchasing, and Mobile Ads. Optimized apps are those that render natively in high definition (HD) and use the entire screen without distortion, pixilation or stretching.

In exchange for some simple optimization, Amazon will give developers “premium placement in the Amazon Appstore, 500,000 ad impressions on the Amazon Mobile Ad Network, and automatic inclusion in the Appstore Coins Rewards category.” For the latter, consumers who buy Appstore Developer Select apps will receive Amazon Coins which they can then use to buy anything in the Amazon Appstore.

All of this will be used to drive sales and conversion rates for games and apps on the Amazon Appstore:

“Mobile app developers have told us that getting their apps discovered across the numerous devices customers are using is one of their biggest challenges,” said Mike George, Vice President of Amazon Appstore, Games and Cloud Drive. “With the Appstore Developer Select program, we’re addressing these discoverability concerns by providing developers with enhanced merchandising opportunities. In addition, we’re helping drive sales by offering Coins rewards on high quality, engaging apps for customers.”

Developers who have already optimized their apps for the Amazon Appstore and Fire OS will be automatically entered into the program. For those who haven’t yet optimized their apps, you can submit optimized versions here. You might want to get on that soon as the impending Kindle Fire HDX launch will undoubtedly lead to millions of people checking out the Amazon Appstore this holiday season, and you don’t want to miss out on that improved discoverability.

[Image: AmazonAppDistro/YouTube]