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Introducing Amazon Coins

  Introducing Amazon Coins

  Coming in May, Amazon Coins is a new virtual currency for purchasing apps,
                    games, and in-app items on Kindle Fire

   Amazon Coins is an easy way for Kindle Fire customers to spend money on
  developers’ apps in the Amazon Appstore, offering app and game developers
   another substantial opportunity to drive traffic, downloads and increase
                          monetization even further

Amazon will give customers tens of millions of dollars’ worth of Amazon Coins
   to use on developers’ apps in the Amazon Appstore—apps and games must be
  submitted and approved by April 25 to be ready when Amazon Coins arrive in
                             customers’ accounts

Business Wire

SEATTLE -- February 5, 2013

(NASDAQ: AMZN)—Amazon today announced another new way for app and game
developers to make money on Kindle Fire—introducing Amazon Coins—the new
virtual currency for purchasing apps, games and in-app items on Kindle Fire.
Amazon Coins is an easy way for Kindle Fire customers to spend money in the
Amazon Appstore, offering app and game developers another substantial
opportunity to drive traffic, downloads and increase monetization. When Amazon
Coins launches in the U.S. this May, Amazon will give customers tens of
millions of dollars’ worth of free Amazon Coins to spend on developers’ apps
on Kindle Fire in the Amazon Appstore. Amazon will also make it quick and easy
for customers to buy additional Amazon Coins using their Amazon accounts.

Amazon Appstore developers will earn their standard 70 percent revenue share
when customers make purchases using Amazon Coins. Developers with apps and
games currently in the Amazon Appstore for the U.S. don’t need to do anything
with their apps to capitalize on this new opportunity. Developers not yet in
the Amazon Appstore should submit their apps soon—only apps submitted and
approved by April 25 will be ready when Kindle Fire customers have Amazon
Coins to spend across the Amazon Appstore. Developers can learn more about
Amazon Coins today at http://www.amazon.com/amazon-coins.

“Developers continue to report higher conversion rates on Amazon compared to
other platforms,” said Paul Ryder, Vice President of Apps and Games for
Amazon. “Now we have another new way to help developers reach even more of our
millions of customers. Amazon Coins gives customers an easy way to spend money
on developers’ apps on Kindle Fire in the Amazon Appstore—and we’re giving
customers tens of millions of dollars in Amazon Coins to get started.
Developers who aren’t yet in the Amazon Appstore will want to make sure their
apps have been submitted and approved by April 25 so they’re ready for
customers to start spending their Amazon Coins.”

"We've already found that the average revenue per user on Amazon is higher
than other Android platforms," said Keith Shepherd, CEO of Imangi
Studios."We're very excited about the monetization opportunity with Amazon's
new virtual currency."

"Everyone recognizes Amazon's success in the e-commerce world – now the Amazon
Appstore has become a major player in the mobile app marketplace," said Misha
Lyalin, ZeptoLab's CEO. "Amazon's new virtual currency is designed to open new
opportunities for developers and make things easier for customers. This is a
great example of appstore innovation and we want to support it."

"We've been extremely pleased with how well our games monetize on Amazon,"
said Michael Grobe, Chief Financial Officer of GameCircus."We're very excited
about the launch of Amazon's new virtual currency."

Amazon Coins is the latest in a series of new features and services for
developers that make Amazon the most complete end-to-end ecosystem for
building, monetizing and marketing their apps and games. Recent announcements
include:

  *In-App Purchasing for Mac, PC and web-based games, enabling developers to
    let customers use their Amazon accounts to purchase virtual goods and
    currencies from games on those platforms
  *Game Circle, which includes capabilities like Achievements, Leaderboards,
    Friends, and Whispersync for syncing games across devices, and leads to
    better engagement with games
  *Game Connect, which lets developers marry the ease and security of
    shopping on Amazon with the convenience of having virtual goods delivered
    directly to customers' game accounts
  *A/B Testing, a service that helps developers improve app functionality,
    retain customers and increase monetization
  *Adobe AIR Native Extensions, which makes it simple for Adobe Flash
    developers to add In-App Purchasing and Game Circle features to their apps
    and games
  *Amazon Mobile App SDK Eclipse Plugin (beta) allows developers to rapidly
    and reliably integrate Amazon APIs into their Android projects, speeding
    up development and cutting down on project setup time

Developers can get started at the Amazon Mobile App Distribution Portal
(https://developer.amazon.com/welcome.html).

About Amazon.com

Amazon.com, Inc. (NASDAQ: AMZN), a Fortune 500 company based in Seattle,
opened on the World Wide Web in July 1995 and today offers Earth’s Biggest
Selection. Amazon.com, Inc. seeks to be Earth’s most customer-centric company,
where customers can find and discover anything they might want to buy online,
and endeavors to offer its customers the lowest possible prices. Amazon.com
and other sellers offer millions of unique new, refurbished and used items in
categories such as Books; Movies, Music & Games; Digital Downloads;
Electronics & Computers; Home & Garden; Toys, Kids & Baby; Grocery; Apparel,
Shoes & Jewelry; Health & Beauty; Sports & Outdoors; and Tools, Auto &
Industrial. Amazon Web Services provides Amazon’s developer customers with
access to in-the-cloud infrastructure services based on Amazon’s own back-end
technology platform, which developers can use to enable virtually any type of
business. Kindle Paperwhite is the most-advanced e-reader ever constructed
with 62% more pixels and 25% increased contrast, a patented built-in front
light for reading in all lighting conditions, extra-long battery life, and a
thin and light design. The new latest generation Kindle, the lightest and
smallest Kindle, now features new, improved fonts and faster page turns.
Kindle Fire HD features a stunning custom high-definition display, exclusive
Dolby audio with dual stereo speakers, high-end, laptop-grade Wi-Fi with
dual-band support, dual-antennas and MIMO for faster streaming and downloads,
enough storage for HD content, and the latest generation processor and
graphics engine—and it is available in two display sizes—7” and 8.9”. The
large-screen Kindle Fire HD is also available with 4G wireless, and comes with
a groundbreaking $49.99 introductory 4G LTE data package. The all-new Kindle
Fire features a 20% faster processor, 40% faster performance, twice the
memory, and longer battery life.

Amazon and its affiliates operate websites, including www.amazon.com,
www.amazon.co.uk, www.amazon.de, www.amazon.co.jp, www.amazon.fr,
www.amazon.ca, www.amazon.cn, www.amazon.it, www.amazon.es and
www.amazon.com.br. As used herein, “Amazon.com,” “we,” “our” and similar terms
include Amazon.com, Inc., and its subsidiaries, unless the context indicates
otherwise.

Forward-Looking Statements

This announcement contains forward-looking statements within the meaning of
Section 27A of the Securities Act of 1933 and Section 21E of the Securities
Exchange Act of 1934. Actual results may differ significantly from
management's expectations. These forward-looking statements involve risks and
uncertainties that include, among others, risks related to competition,
management of growth, new products, services and technologies, potential
fluctuations in operating results, international expansion, outcomes of legal
proceedings and claims, fulfillment and data center optimization, seasonality,
commercial agreements, acquisitions and strategic transactions, foreign
exchange rates, system interruption, inventory, government regulation and
taxation, payments and fraud. More information about factors that potentially
could affect Amazon.com's financial results is included in Amazon.com's
filings with the Securities and Exchange Commission, including its most recent
Annual Report on Form 10-K and subsequent filings.

Contact:

Amazon.com, Inc.
Media Hotline, 206-266-7180
www.amazon.com/pr
 
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