If your Fire TV app is published and you can install it from a web browser, but it does not appear when you search on the Fire TV device itself, that is almost always normal. Here is why, and what to do.
Why this happens
Amazon makes a new app installable (through the Appstore website and the "Get App" button) before it becomes searchable in the on-device Appstore on a Fire TV. That on-device search index refreshes separately and can lag up to about two weeks after your app goes live. The app is fully live and working; the search index on a given device simply has not caught up yet. If a colleague can already open the app on another Fire TV, that confirms it is live.
What to check and do
Confirm the device region. The device and the Amazon account must be in the same country where the app is available. On the Fire TV: Settings > Preferences > Location. On the account: amazon.com > Account > Content & Devices > Preferences > Country/Region. A device and account on different regions is the most common cause after the indexing delay.
Install it directly, do not wait for search. From a browser, open your app's Amazon page, click "Get App," and select your Fire TV as the target. It installs on that device in a few minutes, whether or not search has caught up.
Use Alexa voice. Hold the microphone button on the remote and say "Open [your app name]." Alexa can launch, and even install, an app by name, which bypasses the search index entirely.
Force a refresh. Settings > My Fire TV > About > Check for Updates, then restart the device and search the exact app name rather than a keyword.
Improve how your app is found (keywords)
The text that drives Appstore search lives in your own Amazon Developer Console, because your app is published under your own Amazon developer account.
Sign in at developer.amazon.com, open your app, and go to the Appstore Details screen, Description section.
Display title is the strongest signal. Keep your app name; you can make it slightly more descriptive.
Keywords is an optional, comma-separated field. Amazon uses it for both text and voice search on Fire TV. Add the terms people would actually search for.
Short and long descriptions. Only the first 200 or so characters of the short description show on Fire TV, so lead with the useful words, and work your key terms into both descriptions naturally.
Click Review and Submit. After a short re-review, the updated title and keywords go live and start feeding search.
Still not showing after two weeks?
Email [email protected] and we will raise it with Amazon directly.