(PCMAG) — Amazon today launched its virtual currency program, dubbed Amazon Coins.

To kick things off, Amazon is providing all Kindle Fire owners with 500 free Amazon Coins, which are worth $5. “You can use the coins to buy apps and games, as well as items inside apps and games,” Amazon said in a note on its homepage.

Amazon also said Amazon Coins are available to purchase at a discount, for savings of up to 10 percent depending on how many coins you purchase.

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