Got reply from amazon support, they suggested uninstall, reboot, reinstall. Tried that 4 times already.
Found a thread at xda, it's a known problem to amazon and they're working on it. So they stall and give me the runaround? Not cool. Still suckseggs.
Each log in to appstore creates a new device instance, for a maximum of 25. Have to go delete all these nexus 7s periodically. Pita. Rantover.