I think that this situation is quite useful for Bitcoin for 2 reasons.
1. It disperses attention of governments & banks so that they now will have go after 2 targets.
2. It may pave the way for all alternative currencies into the current system
I wonder if Amazon will take this "coin thing" further, making it a real currency, not just a gift card system.
1. Amazon's thing is no different from iTunes credits, Facebook credits, or Xbox Live points. There are plenty of non-targets out there, but Bitcoin is completely unique, still being a target all on it's own.
2. Amazon's thing is not a currency. Unless Amazon does something drastic, I doubt this will pave the way for anything, any more than Xbox points did. The closest privately owned currency that Bitcoin comes to is SecondLife's Linden dollars, and those got slapped with so much regulations that they never got a chance to pave the way to anything.