Amazon launches its virtual currency, with $5 worth free to every Kindle Fire user

Amazon (s AMZN) rolled out Amazon Coins, its own virtual currency, on Monday. Amazon Coins can be used to purchase “apps, games and in-app items in the Amazon Appstore and on Kindle Fire,” and each U.S. Kindle Fire user gets $5 worth (or 500 coins) free.

“We will continue to add more ways to earn and spend Coins on a wider range of content and activities,” Mike George, Amazon’s VP of apps and games, said in a statement. “Today is Day One for Coins.”

Users can buy 100 coins for $1, with discounts up to 10 percent for larger purchases. Developers get their standard 70 percent revenue share for purchases made with Amazon Coins.