Dive Summary:

• Amazon has launched its own brand of digital currency, Amazon Coins, in the U.K., allowing shoppers to make purchases on apps, games and other online items.
• The company has marked the debut of Amazon Coins by giving every owner of a Kindle Fire UK £4.
• Each Kindle Fire owner received 400 of the coins and can purchase additional coins for select online transactions at discounted rates of up to 10%.

Dive Insight:

Amazon is optimistic that Amazon Coins will be accepted on an expanded number of transactions in the near future, though the virtual currency cannot be used on standard purchases through Amazaon.com just yet.