This is a really interesting business model - I'm not sure exactly how the finances work at the other end, but on the producer side it appears very attractive, especially for education: "As an app developer, you get paid $0.002 (1/5th of a cent) for every minute that a customer is using your Amazon Underground app. You can now focus on building apps that engage your users over the long term. You can build up long-term story lines, roll out additional content over time, and count on a continued revenue stream that is based on actual usage."
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