New Fire Kids Edition comes with an all-new Fire tablet, a year of Fire for Kids Unlimited, a kid-proof case, and a 2-year worry-free guarantee—if anything happens, simply return it and we’ll replace it for free—no questions asked   

Includes a year of Fire for Kids Unlimited, with thousands of books, videos, educational apps, and games that have been curated for age-appropriateness

Coming soon: New kid-friendly web browser offers access to thousands of age-appropriate websites and YouTube videos—all hand-curated by a team of Amazon experts—so kids can dive into content with no set up or extra costs

Luxembourg—17th September, 2015—In June, Amazon introduced Fire HD Kids Edition—and parents and kids alike loved it. Today, Amazon is making it even more affordable—Fire Kids Edition comes with an all-new Fire tablet with a new kid-friendly web browser, an updated kid-proof case, one year of Fire for Kids Unlimited, and our same 2-year worry-free guarantee—this is a total value of up to £175, and available for pre-order starting today for just £99.99.

Fire Kids Edition is built around three ideas:

• Despite best intentions, kids break things—Fire Kids Edition comes with a kid-proof case, and a 2-year worry-free guarantee—if they break it, send it back and we’ll replace it. No questions asked.
• Parents don’t want to worry about the bill—Fire Kids Edition includes a year of Fire for Kids Unlimited, which offers thousands of books, videos, educational apps, and games that have been curated for age-appropriateness—at no additional cost.
• Kids want a real tablet, not a toy—Fire Kids Edition features a quad-core processor for great performance, front- and rear-facing cameras, up to 128GB of expandable storage via a microSD card, and access to Amazon’s world class content ecosystem.

“Earlier this year, we brought the first tablet built from the ground up for kids and their parents to the UK—and customers loved it,” said Peter Larsen, Vice President, Amazon Devices. “With the new Fire Kids Edition we’ve added more great content and features for parents and kids while lowering the price. For under £100 you get a new Fire tablet, a year of Fire for Kids Unlimited with thousands of books, videos, educational apps, and games, a new web browser with access to thousands of age appropriate websites and YouTube videos, and a 2-year worry-free guarantee.”

Fire for Kids, the innovative parental controls that encourage learning before play and that help manage kids’ screen time, is now even better with a kid-friendly web browser that provides kids with controlled access to thousands of hand-curated, age-appropriate websites and YouTube videos. Kids can dive into this content immediately with no set up or extra costs. Every website and video is reviewed by the Amazon Fire for Kids team to ensure they are appropriate for kids. Parents can also add additional websites if they choose to. The new Fire for Kids web browser will be available via a free, over-the-air Fire OS update later this year.

Fire Kids Edition also includes a year of Fire for Kids Unlimited, the all-in-one subscription service that gives kids unlimited access to thousands of books, videos, educational apps and games. The books, apps, and video selection in Fire for Kids Unlimited is growing all the time, and all of the content is kid-friendly and age appropriate. Kids can now enjoy new titles available from Disney, Nickelodeon, Amazon Studios, Toca Boca, and other top brands, and they join popular kids’ favourites like Olaf’s Adventures, Disney Princess Palace Pets, Dora the Explorer, and SpongeBob SquarePants.

Customers love using the Kids Edition tablets—here’s what they have to say:

• “Happiness is Fire HD Kids Edition—for parent and child!Bought for our three year old, who promptly found more to do on it than you could possibly imagine. Wonderfully generous abundance of appropriate apps which she thoroughly enjoys trawling through to find something new to play alongside her favourites. The case is great, and it's clearly a fantastic tablet underneath the very robust pink case.” – Martin
• “You can't go wrong with this tablet. A 2 year warranty if anything happens to them? Who else can offer that? 1 year of free content designed just for kids is unheard of and there is lots and lots of content for them. There are tons of books, shows to watch and apps. There is a lot of content geared towards education, but there are still tons of just plain fun apps and things for them to play with. The parental controls are the best I've seen anywhere and can be customised for each child. I tried everything I could think of to bypass the parental controls and it just can't be done without the PIN code the parent enters in. I highly recommend this tablet.” – Dunder
• “Really happy with this. Sturdy, easy to use, and my son loves it! He can't make in app purchases, but has the freedom to play. Perfect product. Great value all round, especially with the Fire for Kids Unlimited subscription.” – Holly
• “I purchased this for my daughters 8th Birthday - she absolutely loves it. The kids fire is easy to use and the apps are age appropriate. Parent controls are secure and she never moans when it says she has had enough!! I feel very confident when she is using it that she is safe yet has plenty to keep her amused. Would strongly recommend as a great gift.” - Steph
• “I purchased this as a birthday present for my 5 year old as she often played with her older sisters tablet, so I was on the look out for something that would do more than the basic 'toy' kids tablets on the market, but not be too expensive to trust with a 5 year old, and I must say I think Amazon have cracked it. This Tablet comes preloaded with a year’s subscription to Amazon’s Kids unlimited service which really does feature a whole host of books, apps and videos for children to enjoy within a really simplistic user interface. This is where Amazon really excels as they have a product here which is as streamlined and simple that a 3 year old could work it, yet it comes with the power and features of a top budget tablet. You as the parent have a separate profile which has all your content on it which is password protected meaning you could easily share this with the family.” – Mr Bailey

The Fire Family
Fire Kids Edition comes with a choice of pink or blue covers and is just £99.99. It will start shipping on 30th September—order at www.amazon.co.uk/kids-edition-tablet. Fire HD Kids Edition is also still available from £119.99—order at www.amazon.co.uk/kids-edition-tablet-hd.

Fire Kids Edition will also be available in John Lewis, Argos and Tesco.

In addition to Fire Kids Edition, Amazon also today introduced the new Fire, Fire HD 8 and Fire HD 10 tablets, and the all-new Amazon Fire TV. To learn more, visit www.amazon.co.uk/pr. 

About Amazon
Amazon.com opened on the World Wide Web in July 1995. The company is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon.

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