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Amazon rebrands FreeTime to Amazon Kids to make the service less confusing

The Verge Monday, 14 September 2020
Amazon rebrands FreeTime to Amazon Kids to make the service less confusingImage: Amazon

Amazon debuted FreeTime back in 2012 as a way for kids to enjoy and experience tech and for parents to easily monitor their kids’ usage. Yet, the name (at least to me) sounds more like a service to help people spend less time on their electronic devices. To fix this, Amazon is renaming FreeTime to “Amazon Kids” and FreeTime Unlimited to “Amazon Kids Plus.”

Alongside the updated naming scheme, Amazon is also* *giving the service a new look. In the next few weeks, Amazon will roll out a new Amazon Kids home screen, recommended for kids ages eight and up, to experience what a “grown-up tablet” feels like by changing the layout to look more like a traditional tablet. The service previously had a simplified interface where kids could swipe...
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