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Electronic Currency Enriches Amazon Enticements

Amazon, Inc. has gotten into the electronic currency game and is offering discounts for customers who play along. The online retailer has announced that its customers can now use Amazon Coins, available for purchase on its site, to pay for apps, games and in-app items in the Amazon Appstore and on Kindle Fire, adding that it plans to expand the use of the own-currency to other product areas.

To kick-start the launch in the United States, the retailer has deposited 500 free coins— a $5 value— into the Amazon accounts of existing and new Kindle Fire customers, the company reported. Purchased in quantity, the Amazon electronic coins come with a 10% discount.

According to the retailer, the coins make purchasing easy for customers. But they also ensure a certain degree of loyalty as the money remains on account. The electronic cash reserve makes it that much more likely customers will check with Amazon before shopping elsewhere.

Amazon, in announcing the move, touted the electronic coin introduction as a benefit to application developers as well. The retailer asserted that Amazon currency provides developers the opportunity to drive traffic, downloads and increase monetization, giving them a reason to choose Amazon as their partner when they launch new apps. Amazon Appstore developers earn their standard 70% revenue share when customers make purchases using the its coins, the retailer stated.

“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,” said Mike George, vp/apps and games at Amazon. “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. We will continue to add more ways to earn and spend coins on a wider range of content and activities.”