Amazon's big bet on 'Coins'

The online retailer has spent millions depositing its virtual currency to Kindle users but the real trick will be to convince them that it provides the right bang for their buck.

Amazon has launched its 'Coins' virtual currency in the US for Kindle applications sold via its Appstore, and is hoping to get Kindle Fire owners hooked by giving them $us5 worth of Coins for free. As a further incentive, Amazon is also offering discounts of up to 10 per cent on bulk purchases of Amazon Coins, which in turn will allow consumers to save money on app purchases.

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