I was wondering how I'd have to configure my app to open it with android-app://application.id?
adb shell am start android-app://application.id
The URI_ANDROID_APP_SCHEME seems not to work as documented. Instead Chrome and Firefox only open a market:// link to my app.
For Chrome I found a documentation only describing the intent:// scheme.
When the intent filter contains the DEFAULT and BROWSABLE category it works with Firefox.
<intent-filter>
    <action android:name="android.intent.action.MAIN" />
    <category android:name="android.intent.category.DEFAULT" />
    <category android:name="android.intent.category.LAUNCHER" />
    <category android:name="android.intent.category.BROWSABLE" />
</intent-filter>