In the past the mobile application stores has always been for native app. Amazon have recognised that HTML5 apps can deliver high value and a solid user experience. So Amazon now support HTML5 inside their app store, specifically for Kindle HD etc.
This means the one click purchase approach the native apps support is now in a HTML5 app. New web apps can support Amazon coins delivering a model for inside web app micro payments without the need to input a credit card.
It is pretty early days, but this is the vision for the HTML5 advocates. It is a big step forwards to blur-ing the boundaries between native and web.
This innovation from Amazon provides an insight into their long term thinking. Amazon have invested in tools to support the mobile web app developer - analytics, a/b testing and in app purchases. For the technical minded check out the developer website.