Amazon loves to offer people free or discounted deals, and they do this in a number of ways, one of them being a daily reoccurrence through their "free app of the day" promotion that happens within the Amazon App Store. It now looks like Amazon is working out a new type of promotion to offer people not just one free app a day, but numerous paid apps and games for free through a new feature called Amazon Unlocked. The promotion will have a collection of paid apps and games as well as free apps and games that contain in-app purchases, all available for free to users who download them through the Amazon Unlocked promotion.
According to Tech Crunch, Amazon has plans to promote the Unlocked category within the actual Amazon application, but will utilize social media and other avenues to inform people about the existence of Amazon Unlocked as well, so Amazon apparently plans to advertise Unlocked on multiple fronts. The key drive and focus here is to bring people back to download and use the Amazon app where the Unlocked app and games are located, and initially keep user engagement up. Keeping users engaged and interacting with their storefront has been a strategy for Amazon on many levels, including services like Amazon Now, Amazon Prime, and their collection of Amazon devices which all run Amazon's own forked version of Android. The system works, so it's no surprise to see them offering such a deal that is enticing enough to bring users back for more.
Unlocked will also help to increase the number of downloads from the Amazon App Store itself, as the collection of free content is located in the Amazon app but the downloads will actually come from the app store. This would essentially help Amazon's growth numbers for the app store in number of downloads. Amazon is also planning on building in ways to share the Unlocked experience with others, potentially gaining them more users if friends or family share a good deal on app content they think others might like. Downloading Unlocked content will also reportedly feed users additional reminders that they had received free stuff, and once users begin downloading apps or games or in-app purchases given for free, a collection of recommendations gets built up suggesting more Unlocked content that Amazon feels may be of interest to the user. As of now there are no details on when Amazon plans to launch the Unlocked promotion.