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Why would Amazon reject this app concept? swipe-able grid icon panel

Your opinion on my rejected app please - I welcome any/all feedback. I'm baffled as to why Amazon has flat out rejected this app submission which supplies missing tablet functionality. Similar to Amazon app store 'GoToApp' but uses swipe-able user defined grid icon panels rather than a vertical list. Here is Amazons response and App overview, highlights, submitted images: http://bit.ly/1ypGECA Do you feel this additional functionality would benefit Kindle tablet users/readers ? Thank you in advance for your feedback. Robin
fire tabletsubmission testing distribution
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The Amazon App Store currently contains five apps nearly identical in functionality to my submittal. Mine adds the missing visual user configurable interface, whose options may be saved and searched and is a vast improvement even over Amazon's Web App Tester. Why are they permitted, but mine is not? [1] Web App Tester by Amazon Digital Services Inc http://www.amazon.com/Amazon-Digital-Services-Inc-Tester/dp/B00DZ3I1W8/ref=sr_1_2?s=mobile-apps&ie=UTF8&qid=1418432665&sr=1-2&keywords=sdk+tester [2] GoToApp Full by Distinct Data http://www.amazon.com/Distinct-Data-GoToApp-Full/dp/B007TLGPQ6/ref=sr_1_6?ie=UTF8&qid=1418431803&sr=8-6&keywords=go+to+app which incidentally, the launch icon violates Googles copyright [3] Tabs for Google (G+, Gmail, Maps, Search) by AppPlanet http://www.amazon.com/Tabs-Google-Gmail-Maps-Search/dp/B00H9K3IGM/ref=pd_sim_mas_1?ie=UTF8&refRID=01CCV651CMJBXA9NJ3J9 [4] Mobile Desktop for Kindle Fire by Digital Media Revolutions http://www.amazon.com/Mobile-Desktop-for-Kindle-Fire/dp/B00DZ0PMOG/ref=pd_sim_mas_12?ie=UTF8&refRID=0DCSQTW2DV1GX9M3209S [5] GO Launcher EX by Sungy Mobile Limited http://www.amazon.com/x5E7F-x5DDE-x5E02-x4E45-x90A6/dp/B004US4K2C/ref=sr_1_12?s=mobile-apps&ie=UTF8&qid=1418432551&sr=1-12&keywords=launch+android+apps
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