Amazon this morning rolled out its new Amazon Coins virtual currency for users of its Kindle Fire tablets letting them use the coins to buy apps, games and in-app items such as song collections, recipes and extra game content.

But the big question is where Amazon will take the currency from here. In a news release, one of the company s executives signals much bigger ambitions.

We will continue to add more ways to earn and spend Coins on a wider range of content and activities today is Day One for Coins, said Mike George, vice president for Amazon apps and games, echoing one of Amazon CEO Jeff Bezos favorite lines.


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