It's currently only available in the States for Kindle Fire owners, but the Coins can be used to pay for games, apps and in-app purchases from the Amazon Appstore.
One Amazon Coin is worth one US penny, and Kindle Fire owners are getting 500 Coins ($5) for free as part of the launch.
Amazon has launched its own virtual currency called Coins in the US. It is only available for Kindle Fire users, for the time being, but can be used to buy games, apps and in-app purchases from the Kindle Appstore, as well as buy items from Amazon's retail store
The Coins will also be able to be used on the company's retail site when they become more widely available.
Amazon has not yet confirmed when the scheme will be launched outside of the US, or if it will be available to non-Kindle users.