On Amazon's May 13 front page, a message from Jeff Bezos notified Kindle Fire owners that they have something "a little unexpected" in their accounts. The promotion is for 500 "Amazon Coins," good for $5 to spend on apps and games, as well as items inside apps and games. Bezos also stated that Kindle owners can purchase additional coins at a discount, up to 10%.

The letter concludes: "The [apps and games] selection is growing every day. Selection has tripled over the last year, with 25% more in the last three months alone."

Amazon Appstore developers will earn their standard 70% revenue share when customers make purchases using Amazon Coins. No Coins-specific changes are required for developers with apps and games currently in the Amazon Appstore.