E-commerce firm Amazon has launched its own currency called Amazon Coins for Kindle Fire customers in the US.
Amazon Coins will enable customers to purchase apps, games and in-app items in the Amazon Appstore and on Kindle Fire.
The company said customers can also purchase Coins in bulk and receive a discount of about 10%.
Amazon added that appstore developers will get their normal 70% revenue share when customers make purchases using Amazon Coins.
Amazon VP of apps and games, Mike George, said the company is 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," George said.
"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."
Earlier this month, Amazon launched a paid Android app store in China as part of its efforts to increase its digital content offerings in the Asian country.
