The offer is open any day of the week (not just one day a month), and to get the credit a customer has to also purchase a Kobo ereader. Why Kobo?
First, because Pages & Pages is now a retail partner for Kobo, but also because the owners respects the firm:
I have long admired what Kobo has been doing with eBooks and eReaders and am a big supporter of their “read freely” philosophy. I watched with great envy as Kobo partnered with other bookseller associations around the world. And am extremely excited that the Australian Booksellers Association is now entering into a partnership with Kobo. We signed up straight away. Kobo was born out of Canadian bookseller Indigo and is now the true bookseller’s choice when come to eBooks and eReaders.
Our Kindle Amnesty had a fantastic reception when we first launched it. It helped to spread the word that the Kindle is an Amazon product that locks people into Amazon and there are alternative eReading devices. What Amazon are doing with eBooks affects readers and bookshops all over the world.
Pages and Pages has always shown skill at generating attention but I'm not sure that this program is going to get many to trade in their Kindle. eBooks still make up a tiny fraction of the Australian market, so I doubt that there are all that many Kindle in use.
I know that I for one would not trade in any non-decrepit Kindle if I were going to be stuck with Kobo; the latter devices are much less pleasant and much more difficult to use. And while I do appreciate that the bookseller is trying to discourage ebook sales on Amazon, just because someone owns a Kindle doesn't mean they buy a lot of books there.
Pages and Pages was one of the first Australian booksellers to sign up with the recently launched partnership between the Australian Booksellers Association and Kobo, and they are using that partnership to try to beat back Amazon's recently launched Australian Kindle Store.
Kobo has had retail partners in Australia since 2010, but it was only a few weeks ago that they signed a deal with the Australian Booksellers Association. I don't think that deal got much attention outside of Australia.