To better compete with Apple and Google in the app market, Amazon has launched an In-App Purchasing (IAP) service that will permit users using Kindle and other Android devices to make purchases within the apps and games. The new software will also enable developers to charge for digital content and subscriptions.

“Amazon Appstore’s In-App Purchasing service enables developers to generate more revenue from their apps,” said Aaron Rubenson, director of Amazon Appstore. “In-App Purchasing is simple to integrate and gives developers access to millions of Amazon customers who are already familiar with Amazon’s 1-Click payment system.” Among the companies using the service are Walt Disney Co., Conde Nast,and Gameloft.

Amazon hopes the new service will both increase the purchase of apps on its devices as well as draw more developers to make apps. Amazon currently has about 34,000 apps, in its store compared to over 450,000 apps in the Google and Apple app stores.