Between the name change, icon change/loss, the google play switch has to be best news that the Amazon appstore has gotten in months.
I hadn't used Amazon in a while, but it was on my homescreen, while android market wasn't. They didn't have what I wanted but still, I went there.
Changing the name and icon so radically was a terrible idea -- call it google market at least.
Now I've got three Google Play apps (books, music, and store). The store icon is terrible and buried deep in my apps list.
Without a google search I don't think most people will easily find/use it.