At Amazon Kids, we believe that children deserve digital experiences that spark curiosity, fuel imagination, and support learning—all with guardrails parents can trust. For over a decade, we’ve been building a comprehensive suite of products and services designed with one core principle: great technology for kids starts with empowering their parents.
A Complete Family of Devices Built for Young Learners
The Amazon Kids portfolio brings together devices purpose-built for kids with thoughtfully curated content to create a digital playground where kids can explore. Our collection includes Fire Kids tablets, Kindle Kids for young readers, Echo Dot Kids, and Amazon Kids+, a subscription service offering thousands of age-appropriate books, videos, games, and apps.
What makes this family of products special isn’t just the technology; it’s how they work together to give parents control while giving kids freedom. Every Amazon Kids device comes with either a 6-month or 12-month Amazon Kids+ subscription, providing immediate access to a vast library of content that’s been pre-filtered for age appropriateness.
Parent Dashboard: Your Command Center
At the heart of our approach to family safety is the Amazon Parent Dashboard, a free, comprehensive tool that puts parents firmly in the driver’s seat. As ConnectSafely says in their Parent’s Guide to Amazon Parent Dashboard, “[It] is a parental empowerment tool and, in a sense, a child empowerment tool, because it helps you and your child choose appropriate media together.”
Through Parent Dashboard, parents can set educational goals, manage screen time limits, filter content by age range, and review their children’s activity across all Amazon Kids devices. Want to ensure homework gets done before playtime? You can prioritize educational content. Concerned about bedtime? Set time limits that work for your family’s schedule. The dashboard provides transparency and control, allowing parents to customize their family’s digital experience in ways that work best for them.
Trust by Design
Catherine Teitelbaum, who heads Family Trust at Amazon, emphasizes our commitment: “Our goal is to be transparent with parents about their choices, help them know what they’re choosing, and protect their kids online while giving them freedom to explore, discover, and play”. This philosophy of “trust by design” means that privacy and safety aren’t features we add later—they’re built into every product from the start.
We maintain strict measures and protocols to protect family security and privacy. Kids can access thousands of videos, books, games, and apps, and parents can customize the experience by adjusting the age settings or adding additional content. We believe in the benefits of independent exploration, discovery, and play—always within safe boundaries established by parents.
Age-Appropriate Content Kids Love
Amazon Kids+ offers a carefully curated library that grows with your child. The content includes educational shows, interactive games, and thousands of books, all selected to be both engaging and age-appropriate. Kids can explore content from trusted brands like Disney, Nickelodeon, and PBS Kids, as well as original shows, discovering new favorites along the way. Parents get peace of mind knowing that everything their child can access has been vetted for quality and safety.
A Legacy of Trust
Since launching over twelve years ago, more than 20 million parents have trusted Amazon Kids to provide safe digital experiences for their children. We’re experts in privacy and safety for kids, and we continue to innovate with new features, enhanced controls, and expanded content that meets the evolving needs of modern families.
This Safer Internet Day, we’re proud to celebrate how thoughtful product design, robust parental controls, and age-appropriate content can work together to create digital experiences where kids thrive and parents feel confident. When technology is built from the ground up with families in mind, everyone wins.
Learn more about Amazon Parent Dashboard and Amazon Kids+ at amazon.com/kids.