Inc. this week announced Amazon Coins, a new virtual currency that will allow customers to purchase apps, games and in-app items via the Kindle Fire.

The currency, to launch this May, will allow users to purchase Amazon Coins using their Amazon accounts. In addition, it will give customers tens of millions of dollars worth of Amazon Coins to launch the initiative.

Developers will earn a standard 70 percent revenue share from apps, games, and items purchased with Amazon Coins.

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