Looks like a targeted deal but, amazon is giving away $10 with every $100 reload (first time reload). Also, if you have an amazon rewards credit card, you would get $5 worth of points. Below is the email confirmation I received:
$100.00 Reload amount ordered
$10.00 First reload bonus Details
Total amount loaded:
August 10, 2017
Worked on both mine and my wife's accounts
Below are the instructions:
Get a $10 reward when you reload your Amazon.com Gift Card Balance with $100 or more
Click on the "Reload Your Balance" button below to go to the Reload page. Then, reload $100 or more, and receive your $10 Amazon.com Gift Card Balance.
We will send you an email to confirm your reload order, and the $10 reward. Enjoy shopping on Amazon.com.
Note: This didn't show up for me until now. Logged in and saw this deal just today.