Yes i use it to buy real things or any physical goods like rare items.im also use bitcoin to buy amazon giftcard and buy a things there....
Lucky you, not everybody has this chance to buy directly to amazon.
Well at least you save 10-30% on orders and you can start re-selling these items if you have potential buyers.
I hope that next year some other big companies will implement bitcoin as the payment method and hope to buy there directly.