Amazon today ended the beta for its Amazon Wallet app, approximately six months after the company launched it last summer. The company began sending emails last night to those signed up for the beta, announcing the company would be shutting it down and removing the Wallet app from Google Play and Amazon's own Appstore (via CNET).
Unlike Apple's new Apple Pay payments service that ties directly to credit and debit cards, Amazon Wallet focused on gift and loyalty cards that users could manage and store within the app for use in physical stores or online. Amazon did not confirm whether the Wallet app might be revived in the future, but did mention it was a learning experience for the company as a whole.
"We have learned a great deal from the introduction of the Wallet and will look for ways to apply these lessons in the future as we continue to innovate on behalf of our customers," Amazon spokesman Tom Cook said in a statement.
The company has been far more than an online marketplace for a few years now, throwing its hat into the ring of everything from streaming devices to personal voice assistants. But it hasn't been clear sailing either, especially with the Fire Phone, which debuted last summer. The phone received mediocre reviews and has seen a series of price drops in an attempt to sell more units.
Loyalty programs are currently one aspect missing from Apple Pay, but the company has been rumored to be planning a rewards-focused loyalty program for the service. Reports late last year hinted at a holiday launch date for the service, though the rumors failed to come true.
Apple's loyalty program is rumored to see Apple partner with various companies, from retailers to major hotel chains, to provide customers who use Apple Pay at their locations with various rewards. Though Apple Pay is still a fairly new service, its continued growth amongst both customers and partners mean a rewards-style program could quickly prove valuable for consumers and help drive even more usage.