Amazon's FreeTime Unlimited geared toward kids with Kindles

Dec. 19, 2012

Amazon has lured in adults with its Amazon Prime subscription service and is now setting its sights on children. FreeTime Unlimited is "part streaming media generator, part content-vetting babysitter," according to an article on

FreeTime costs $4.99 a month for a single subscription and $9.99 monthly for a multiple-child membership. The prices drop to $2.99 and $6.99, respectively, for Amazon Prime members. Users have their choice of G-rated books, games and films from the likes of Spongebob Squarepants and Dora the Explorer, plus content provided by Disney, Sesame Street, Nickelodeon and DC Comics, the article reported.

"FreeTime Unlimited reduces the contention that parents have with their kids," said Peter Larsen, vice president of's Kindle unit. "Where a kid is always like, 'Hey can I buy this? What about this extra book or extra app?' For parents, that's okay, of course, but we'd like to have to not make those micro-decisions every day."

And according to the article, there's evidence that FreeTime Unlimited could succeed where others failed because it's built on "all-access" to a bottomless well of content.

Ken Doctor, media analyst and author of Newsonomics, added that, "Amazon's play is a combination of retail sales and media. And really, nobody else is in that business."

Read more about customer experience.

Topics: Consumer Behavior , Customer Experience , Online Retailing

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