I don't see the advantage for the customer. Surely Amazon coins will be less useful than actual money, being less liquid and not acceptable anywhere else, and n

I don't see the advantage for the customer. Surely Amazon coins will be less useful than actual money, being less liquid and not acceptable anywhere else, and not even valid for all digital transactions made via Amazon (e.g. subscriptions.) There may be some utility along the lines of a parent issuing a tablet-wielding offspring an "allowance" of Amazon coins, but not having any offspring this doesn't help me.