Former Windows Phone director Robert Williams has joined the ranks of Amazon as head of its App Store, further fuellng rumours of an Amazon Kindle phone.
The former Microsoft director of business development joins Amazon under the same title.
Earlier this months, reports surfaced Amazon is building an Android-based smartphone in an attempt to rattle market leader Apple, in conjunction withh Chinese technology giant and Apple partner Foxconn.
The internet giant is also aiming to ward off any future attempts at patent litigation by the lawsuit-friendly Apple by acquiring wireless technology patents.
The move would expand Amazon out of its traditional digital entertainment market.
It has already extended into the tablet market with the Kindle ebook reader and Kindle Fire tablet.
It is expected to release the second iteration of its flagship tablet at the end of the year, with the Kindle Fire to debut with a larger 8.9-inch display over its 7-inch predecessor.