Amazon Appstore developers will earn their standard 70 percent revenue share when customers make purchases using Amazon Coins.

ENGADGET: Amazon announces Coins, a virtual currency coming to the Kindle Fire in May

Amazon will also make it quick and easy for customers to buy additional Amazon Coins using their Amazon accounts.

ENGADGET: Amazon announces Coins, a virtual currency coming to the Kindle Fire in May

Competition is going to be good for the Android ecosystem, and Google Play against Amazon Coins for in-app purchasing is going to be an interesting struggle to watch.

FORBES: Amazon Coins Will Be A Welcome Disruption To Android Developers

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.

ENGADGET: Amazon announces Coins, a virtual currency coming to the Kindle Fire in May

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.

ENGADGET: Amazon announces Coins, a virtual currency coming to the Kindle Fire in May

Amazon have announced a virtual currency for their Android App Store, Amazon Coins, and it could be one of the most disruptive services offered by CEO Jeff Bezos to the Android community.

FORBES: Amazon Coins Will Be A Welcome Disruption To Android Developers

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.

ENGADGET: Amazon announces Coins, a virtual currency coming to the Kindle Fire in May

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.

ENGADGET: Amazon announces Coins, a virtual currency coming to the Kindle Fire in May

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.

ENGADGET: Amazon announces Coins, a virtual currency coming to the Kindle Fire in May

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.

ENGADGET: Amazon announces Coins, a virtual currency coming to the Kindle Fire in May

In the long term, if Amazon Coins can reward developers while feeling fair to users encountering the service in their apps, then this is for the benefit of the whole app ecosystem on mobile devices.

FORBES: Amazon Coins Will Be A Welcome Disruption To Android Developers

SEATTLE--(BUSINESS WIRE)--Feb. 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.

ENGADGET: Amazon announces Coins, a virtual currency coming to the Kindle Fire in May

Amazon Coins will launch in May, and to entice customers to use the currency, the company will give out tens of millions of dollars worth of Coins to customers to spend on Kindle Fire apps, games, or in-app items.

FORBES: Amazon Announces New Virtual Currency for Kindle Fire

Which leaves Amazon with a nice cash pile of purchased but unspent coins.

FORBES: Amazon Coins Will Be A Welcome Disruption To Android Developers

It might not start out large, but if Coins becomes established, with millions of users, expect Amazon to work this reserve for their benefit.

FORBES: Amazon Coins Will Be A Welcome Disruption To Android Developers