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Right now, they have two promotions running --
Exclusive Offer: Once your trade-in is reviewed and accepted, a $XX promotional credit for a new Kindle e-reader will automatically be added to your Amazon account. (Whatever value your Paperwhite is, that's the promotional credit.)
Exclusive Offer: Once your trade-in is reviewed and accepted, a 25% promotional discount for a new Fire Tablet will automatically be added to your Amazon account. (When trading in your Fire)
You don't have to take the Paperwhite promotion, you can just use the total gift card amount for something else is my understanding, so you can use your trade-in amount to put towards buying a Fire.
I'm still waiting for them to get my 2 Fires and 1 Kindle (should arrive there today) so my trade-in will be processed/complete.
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