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Notes -
I'm curious if you have any thoughts on what Amazon would have based their design on, if not Android? Yes much of it's generally-accepted functionality isn't open source -- I've seen Google claim this makes updates, including security updates, easier without relying on OEMs, which sadly makes sense, but also helps their moat.
Even if you chose something else, I doubt "write an OS from scratch" was in the cards, and I assume you'd end up with Linux or BSD as the base, with a very slight chance of some commercial embedded platform.
I'm far from where those decision-makers worked so take this with the appropriate-sized grain of salt.
Amazon, like most companies, is a profit-maximizing entity. The thing that separates them from most other companies is the types of decisions that people are allowed to make. The leadership principles they have, as much as I made fun of them while I was there, truly are a driving force on the inside.
Here's what I'm figuring happened. I have zero knowledge that it happened this way, but it tracks based on my time there. (seven years)
So, to have any hope of getting third-party apps on a startup platform, you only had Android to choose from. The thing is, we were hounding the third-party publishers to even engage with us. Even though we're one of the biggest companies in the world, and we're selling a large fraction of the Android tablets out there, no one even cared. Even if we could get a publisher to put something in our app store, they would ignore it and it would become wildly out of date typically.
And that's with Android. The publishing process was typically upload your APK and press a few buttons. And it was like pulling teeth to get that done.
I think even Amazon realized that, despite their size, asking devs to make new apps was a bridge too far.
Could Amazon have just stuck with a base Linux distribution and built something from that. Yes. Easily. Arguably easier than making an Android clone in many ways. Yes, it's "Android," but from so much of the public Play Store APIs needed to be reverse engineered and reimplemented.
And I'm 100% sure they would have used Linux. The institutional knowledge of Linux in there is astonishing -- especially when you start engaging the AWS folks.
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