New Lineup Of Fire Tablets Targeting Older Kids Launched By Amazon

Amazon is now targeting what it calls older kids with a brand-new lineup of its Fire Kids tablets which have been very popular younger users for long.

On Tuesday, the company announced that its new Fire Kids Pro tablet will now be targeted for users aged 6 to 12 years while the Fire Kids’ existing models are targeted at children in the age group of 3 top 7 years.

In addition to content specifically intended for older users, a slightly more sophisticated look and feel is also being created for the Fire Kids Pro tablet. Access to Amazon’s digital store to download apps, such as Minecraft, Netflix and Spotify will come as a bonus for the new pro models. Some parental control, new Amazon Kids+ content, a more open web browser experience and voice and video calling will also be featured in the new model.

“As kids grow up, they need a bit more — they need to get out of a walled garden and have features and content that continue to spark their imagination and meet the needs that they have,” Kurt Beidler, general manager of Amazon Kids & Kids+, said.  

Kids will be able to conduct searches for homework or school projects, while inappropriate sites would be blocked, as older kids using the new tablet will have access to the internet with built-in controls and filters. Adults and parents can also set time limits, accept or deny purchases from the digital store or approve who they’re kid is calling via a parental control dashboard.

The new model also comes with a host of user privacy protection measures such as parent will be required to provide only a screen name for their child and a date of birth for better personalization of the experience based on developmentally appropriate content, the company said.

A team of Amazon employees will curate the access of the kids to more than 20,000 books, movies, TV shows, Audible books, educational apps and games in the free subscription format for of Amazon Kids+.

The results of research by Amazon and those by study groups showed that kid-first technologies are preferred over tablets designed for adults which formed the basis for the company to expand the line, Beidler said.

“If you start with something that’s designed for an adult, you’re always going to have trouble trying to retrofit that and make that work for kids versus just starting with a blank sheet of paper, building something from the ground up for kids,” Beidler said. “It’s really feedback from parents and kids that have led us in this direction. And it really seems to have worked well.”

(Adapted from


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