Urban Airship has announced that its full platform capabilities, including native support for Amazon Device Messaging, will soon be available for apps developed for Amazons recently revealed Fire Phone, as well as the Kindle Fire.

Apps that have been developed for the Amazon devices will be able to leverage Urban Airships real-time mobile marketing automation capabilities. These provide push messaging and in-app content that can be highly targeted, generating greater responses from users than app-wide broadcasts.

A growing portion of overall app activity is originating from Kindle Fire devices, and by moving to natively support Amazon Device Messaging with its full feature-set, rather than the legacy solution it currently uses, Urban Airship hopes to enable brands to expand their ability to relevantly respond to users interactions and behaviours in real-time.

“Were excited to work with Urban Airship to bring their latest generation of push messaging and real-time marketing automation solutions to developers building apps for Fire phone,” said Charlie Ward, director of Amazon Devices. “Developers are already flocking to two Fire phone SDKs released just last week, and Urban Airships full support for Fire phone and Kindle Fire will help developers and their brands improve their mobile engagement efforts to amplify both users experiences and their business results.”