FreeTime re-invents parental controls  to give parents a simple way to manage the way their kids use Kindle Fire  tablets

Luxembourg —  25th November 2013 — Amazon today announced  that Kindle FreeTime is now available for Kindle Fire customers in the UK.  Kindle FreeTime extends parental controls, giving parents a simple way to  manage the way their kids use Kindle Fire, and providing kids with a personalised  tablet experience. With FreeTime, parents never have to worry what content  their kids will access — parents select all of the content their kids can see  and kids can't exit FreeTime without a password. FreeTime also lets parents  limit their kids’ screen time by content type — they may choose to limit games  to an hour, for example, but make reading time unlimited. FreeTime is available  exclusively on Kindle devices: www.amazon.co.uk/kindle-freetime

“As parents, we often  want to have a say in how our kids interact with their electronic devices, but  this is hard to do. The result is that we spend time arguing with our kids  about how much screen time they can have,” said Jorrit Van der Meulen, Vice  President, Amazon Kindle. “With Kindle FreeTime, our goal is to help make  it easier for parents and give kids a fun, safe place to learn and play — parents  can approve content, set time limits, and feel comfortable handing their Kindle  Fire off to their kids.”
 
Parents will love  FreeTime because:

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  • Blue Means FreeTime: The background colour of the screen switches to blue when FreeTime is  on, making it easy to check from across the room. Exiting FreeTime always  requires a password.
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  • Time Limits: Set daily screen-time limits, or limit the time spent on individual  activities.
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  • Parent-Approved  Content: Every piece of content  available in FreeTime is added by the parent, making it easy to manage what their  kids are watching, playing and reading. Parents can select from their own  content or from the broad selection of kids’ books, apps, and games from  Amazon.  Amazon highlights kid-friendly  content to make it easy for parents to add multiple items with just one tap.
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  • Safe and  Controlled: Stores, in-app  purchasing, and access to the Silk web browser are turned off when in FreeTime —  parents don’t have to worry that their kids will run up a bill or find  something they didn’t want them to see.

 Kids will love  FreeTime because:

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  • Personalised Experience: With individual profiles, everything  in a kid’s FreeTime experience is theirs — no sharing a home screen with  siblings or parents and no losing their place in a book when someone else picks  up the Kindle Fire.
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  • Easy to Use: Navigate visually to content based  on characters or topics — for example “Thomas the Tank Engine,” “Dinosaurs” or “Princesses.”
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  • Choose for Themselves: With their own personalised  experience, kids can choose what they want to do next, without having to check  with a parent — parents have already set time limits and approved content, so  whatever FreeTime allows has already been parent-approved.

 Response to FreeTime  in the US has been overwhelmingly positive:

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  • “Amazon  took a big step forward in improving things for families with Kindle FreeTime.”  – CNet
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  • “Amazon  has absolutely nailed its family target audience with its more robust parental  controls...” – Laptop Magazine
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  • “Amazon's seems to know that a tablet is a  device for the whole family, and has done a better job than anyone of making  its devices work for everyone.” – The Verge
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  • “FreeTime  is a must have.” – PC Magazine
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  • “[FreeTime]  eliminates the ‘just one more level, Dad’ nightly debate.” – Wired
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  • “This  feature makes the Fire the best tablet for young kids, in my opinion.” – Babble

Kindle FreeTime is a free  feature of all Kindle Fire tablets. FreeTime will be delivered automatically to  your Kindle Fire — simply connect to Wi-Fi, tap “Sync” and visit the Apps  library.
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About  Amazon.co.uk

Amazon.co.uk  opened its virtual doors in October 1998 and strives to be Earth's most  customer-centric company, where customers can find and discover anything they  might want to buy online, and endeavours to offer its customers the lowest  possible prices.
Amazon.co.uk  and other sellers offer millions of new, refurbished and used items in  categories such as Baby, Books, Car & Motorbike, Clothing, DIY & Tools,  DVD, Electronics & Photo, Grocery, Health & Beauty, Home & Garden,  Jewellery, MP3, Music, Musical Instruments & DJ, Office, PC, Pet Supplies,  Shoes, Software, Sports & Leisure, Toys & Games, Video Games and  Watches.

Kindle  is the world's bestselling e-reader family and Kindle Paperwhite is our most  advanced e-reader. It features new display technology with higher contrast, the  next generation built-in light, a faster processor, the latest touch  technology, and exclusive new features designed from the ground up for readers.  Kindle, the lightest and smallest Kindle, features improved fonts and faster  page turns. The new  Kindle Fire HDX features a stunning exclusive 7” or 8.9” HDX display, a  quad-core 2.2 GHz processor, 2x more memory, and 11 hours of battery life, as  well as exclusive new features of Fire OS 3.0.   The all-new Kindle Fire HD includes an HD display, high-performance  processor and dual speakers at a breakthrough price.

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