A report from Bloomberg suggests that Amazon’s Kindle Fire tablet has led the company to develop a smartphone it believes could rival Apple’s iPhone as the top handset for consumers. Given the Kindle Fire’s reliance on Google’s Android, marketers could see a boost in mobile website traffic with the integration of Google products and services, including search, on the device. While there are substantial hurdles for companies developing smartphones to pass before making a serious play in the market, Amazon’s success with tablets and e-readers shows it can make mobile work and marketers should take note. The popularity of the Android mobile opportunity system will also provide an advantage for Amazon. Citing data from comScore, Brafton recently reported that Android accounts for more than half of all smartphones in use in the United States.