Amazon is giving away what amounts to "tens of millions" of dollars worth of virtual currency in a comprehensive effort to generate app downloads on one of the iPad's top rivals - the Kindle Fire.
Every Kindle Fire owner in the U.S. is getting $5 worth of free Coins deposited directly into their Amazon account. As part of the launch, customers can also purchase Coins in bulk and receive a discount up to 10%
For customers, Amazon Coins is an easy way to purchase apps and in-app items on Kindle Fire, and for developers it’s another opportunity to drive traffic, downloads and increased monetization.
“Today we are giving Kindle Fire owners $5 worth of Coins to spend on new apps and games, or to purchase in-app items, such as recipes in iCookbook, song collections in SongPop or mighty falcon bundles in Angry Birds Star Wars. And with discounts of up to 10% when you buy Coins, this is a great way for customers to save money when they buy apps, games and in-app items,” explains Mike George, Vice President of Apps and Games at Amazon. “We will continue to add more ways to earn and spend Coins on a wider range of content and activities—today is Day One for Coins.”
Amazon says its Appstore developers will earn their standard 70% revenue share when customers make purchases using Amazon Coins.