Amazon’s kid-centric subscription service is old enough that its earliest users are now attending college. And just like empty-nesters who remodel a kid’s old room into a den, Amazon is changing Freetime Unlimited.
The retailer announced on Monday that it was rebranding the service under the name Amazon Kids+:
Since the launch of Amazon FreeTime and FreeTime Unlimited, over 20 million parents have trusted Amazon to give them the parental controls they need to provide a safe place for their children to enjoy the premium books, games, shows, and movies that kids love. Today, we’re announcing a change in the names of these services—Amazon FreeTime and Amazon FreeTime Unlimited are becoming Amazon Kids and Amazon Kids+. You’ll see this change roll out over the coming months.
The new names reflect our continued commitment to invest in and expand kids’ experiences, including bringing fun, educational content to kids and providing parental controls that give families peace of mind. Amazon Kids+ already offers more than 20,000 books, movies, Audible books, games, and Spanish-language content designed just for kids. Today, we’re bringing even more content and features we hope families will love.