The Curious Case of Amazon Coins

Amazon Coins debuted among much fan fare in May this year and have mysteriously kept a very low profile since the high profile launch.

I am not sure if this is a deliberate strategy on part of Amazon or is it that no one noticed its presence (or maybe absence) in the past few months. The only time that i heard about Amazon coins is when they launched a promotion to give out 20 free coins if one downloaded a certain set of apps. Really?

Are these coins being used at all? If yes, how much is their usage? Or is it that we (including Amazon) are not willing to call it a failure yet?

What do you think?