Dive Brief:
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Amazon.com has announced that customers can use Amazon coin beyond its Kindle Fire Tablets, allowing purchases through its app store and use on Android devices in the U.S., the U.K., and Germany.
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Amazon customers can earn Amazon Coins when they buy from the Amazon Appstore and can buy at discounts of up to 10%, a detail that has attracted more users, according to Mike George, vice president of Amazon Appstore and Games.
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The retailer’s virtual currency was introduced in the U.S. only in May and expanded to the other two countries. It has helped drive traffic and downloads and increased monetization in the Appstore, the company said.
Dive Insight:
Amazon coin is like Monopoly money compared to bitcoin at this stage, but expanding its virtual currency is a smart move by Amazon, as it bumps up the loyalty and use of the Amazon Appstore. Then again, for those who think Amazon could take over the world some day, how far could Amazon Coin go?
