I happened to be reading the fine print on the e-mail for my "Free Subscription to Wired Magizine" from the promotion Amazon recently ran... and discovered that instead of getting the magazine, I could complete & mail in a form to get $10 directly.
It looks like it will be credited as a refund to whatever payment method you used. I've attached a .PDF version of the relevant section of the webpage.
EDIT: For clarification, Amazon ran the promotion this past week for "Free Subscription to Wired" with purchases of select Electronics items over $75. I figure I wasn't the only one here who may have made a qualifying purchase without wanting the subscription.