Amazon is testing title-specific Kindle gift cards, featuring 20 bestselling Kindle titles and 4 Kindle Unlimited card designs, in 61 Bartell Drug stores across Washington state. The Digital Reader reported that while the Kindle Cards are tied to specific titles, "Amazon isn't going to hold you to the sale. If someone gives you a card for a book you don't want, Amazon will let you trade it in for a regular Amazon.com credit." Bartell tweeted about the cards just before Christmas.
Although there has been no formal announcement of the program, a help page on the website notes that "Kindle Cards are Amazon.com Gift Cards that depict popular Kindle books and Kindle Unlimited subscriptions in the form of a physical card.... Included on each Kindle Card is a description of the Kindle book or Kindle Unlimited subscription, and instructions for redeeming the book or subscription to the desired account once the card has been activated at the store register."
GeekWire, which found one of the "Kindle eBooks kiosks tucked between displays of Valentine's Day candy" at a Bartell Drugs store in Seattle's Ballard neighborhood, wrote: "Whether it turns out to be worthwhile for Amazon remains to be seen. Even during the checkout process, the concept was clearly a novelty to the Bartell Drugs employees at my local store, perhaps indicating that they haven't been selling a lot since the October launch."