Amazon giving away ‘tens of millions of dollars’ in virtual money with launch of Amazon Coins

Amazon launched its first digital currency today with a giveaway: 500 free Amazon Coins for every Kindle Fire customer. The coins, which are worth $5, can buy games, apps, and in-app purchases.

Kindle Fire customers who wish to buy apps or make in-app purchases can purchase Amazon Coins at a rate of 100 for every $1, but they can also get up to a 10 percent discount. Buying 10,000 coins earns you the full discount, and will cost Amazon customers $90.