There may be hundreds of mobile app stores out there, but it has really been a two-horse race so far between App Store and Android Market.
Now the most likely candidate to disrupt the cosy twosome, Amazon Appstore for Android, is likely to open its virtual doors today.
According to Wired, the store is ready, and in future it may also have associated devices, notably the much rumored Amazon tablet, though this is not expected to make its debut at the CTIA show this week.
The shopfront will have far greater control over its wares than Google's Market, though not quite up to Apple levels.
The store will be curated by reviewers and will be structured quite similarly to Amazon's existing digital shops, such as the Kindle Store for ebooks and the MP3 service.
As with Kindle, users will be able to buy apps and content from the Amazon.com web site or from a native app on Android devices, and many expect the giant retailer to emulate Kindle in other ways, notably by creating an own-branded device, optimized for its particular retail experience.
A source told Wired that the new service would go live on March 22, six months after plans for the store were first revealed. Last week, AndroidNews reported on seeing an early version of the site, which undercut Google on certain apps and also boasted exclusives of its own, such as a special version of the Angry Birds game.