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Check out 1mobile. You can download .apk for Firefox directly from the website, or install their app from their website and use that to discover and download apps that aren't in Amazon App Store. The app will manage updates for you I think. I can't advise about the risks as I have not used it for awhile.
The other way is to have another Android device. You can then backup an app to .apk, move it to your fire, and install. Some Google Play apps have DRM that prevent this from working. But you have to do this every time the app gets an update.
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