Introducing “Kindle FreeTime Unlimited”—The All-You-Can-Eat Content Service Built From the Ground Up Just for

  Introducing “Kindle FreeTime Unlimited”—The All-You-Can-Eat Content Service
  Built From the Ground Up Just for Kids—Available Exclusively on the All-New
  Kindle Fire and Kindle Fire HD

 For the first time ever, bringing together all the types of content kids and
  parents love—books, games, educational apps, movies and TV shows—into one
                simple, easy-to-use service for kids ages 3-8

Unlimited access to thousands of titles including exclusive-to-Amazon Android
 apps and games—all curated for age-appropriateness—a special price for Prime
   members of just $2.99 per month per child, or $6.99 per month per family

Featuring the best in children’s entertainment from Andrews McMeel Publishing,
   Chronicle Books, DC Comics, Disney, HIT Entertainment, Houghton Mifflin
Harcourt, Marvel, Nickelodeon, PBS, Reading Rainbow, Sesame Workshop and more

Owners of the all-new Kindle Fire and Kindle Fire HD get one month of FreeTime
                              Unlimited for free

Business Wire

SEATTLE -- December 05, 2012

(NASDAQ: AMZN)—Amazon today introduced Kindle FreeTime Unlimited, bringing
together for the first time all of the types of content kids and parents
love—books, games, educational apps, movies and TV shows—into one simple,
unlimited, easy-to-use service for kids ages 3-8. For a special monthly price
of just $2.99 per child or $6.99 for the whole family, Prime members get
unlimited access to thousands of popular kids titles. Customers who are not
yet Prime members can sign up for FreeTime Unlimited for a monthly price of
$4.99 per child or $9.99 per family. FreeTime Unlimited will be available on
the all-new Kindle Fire, Kindle Fire HD and Kindle Fire HD 8.9” as part of a
free, over-the-air software update that will be automatically delivered in the
coming weeks.

Kids will love FreeTime Unlimited because:

  *They can explore all the content on their own and pick for themselves what
    to read, watch or play next
  *All of their favorite characters are included—Elmo, Dora, Thomas &
    Friends, Cinderella, Buzz Lightyear, Lightning McQueen, Curious George and
  *With individual profiles, everything in their library is theirs—no sharing
    a home screen with siblings or parents and no losing their place in a
    movie or TV show when someone else picks up the Kindle Fire
  *They can easily explore their favorite topics—pick a favorite subject like
    “Princesses” and navigate seamlessly between princess books, princess
    games and princess TV shows

Parents will love FreeTime Unlimited because:

  *All apps have in-app payments, advertisements and social media removed
  *They don’t have to worry that kids will run up a bill
  *All-you-can-eat pricing means they don’t have to enter into negotiations
    with kids about what to buy or rent—“You already rented that yesterday” is
    a relic of the past
  *All of the content is already pre-screened for age-appropriateness

“As a parent it’s hard to predict what my daughter is going to enjoy, or which
movie she’s going to watch 50 times in a row—so I buy a range of content and
hope for the best—but I get it wrong frequently,” said Peter Larsen, Vice
President, Amazon Kindle. “FreeTime Unlimited gives kids the freedom to
explore age-appropriate content on their own and pick for themselves what they
want to watch, play or read next. For as little as $2.99 a month, your child
will have unlimited access to thousands of popular books, games, educational
apps, movies and TV shows from Disney, Nickelodeon, Houghton Mifflin Harcourt,
PBS, Sesame Workshop and more.”

Kindle FreeTime Unlimited is an optional extension to Kindle FreeTime, a free
feature on the new Kindle Fire family, which re-invents parental controls and
offers parents new tools like Time Limits, which helps parents manage their
kids’ screen time. FreeTime Unlimited is designed to make FreeTime even better
for parents and kids: when a parent signs up for FreeTime Unlimited, thousands
of content titles automatically appear in FreeTime, sorted by their kids’ age
and gender, alongside the titles parents have already approved from their own
collection of content. Kids can follow their own imaginations across books,
games, educational apps, movies and TV shows without being dependent on help
from mom and dad. Parents can feel comfortable handing off their Kindle Fire
to their kids, knowing that all of the content is age-appropriate. Kids will
recognize many of their favorite characters like Elmo, Dora, Thomas & Friends,
Cinderella, Buzz Lightyear, Lightning McQueen and Curious George—all available
with Kindle FreeTime Unlimited.

“With games like Where's My Water? and Where's My Perry? Disney is bringing
hours of entertainment to Kindle users in any age group,” said Tim O'Brien, VP
of Business Development, Disney Games. “Amazon's Kindle FreeTime Unlimited is
a great way to introduce some of Disney's most popular apps to an even larger

“Nickelodeon has been serving kids for more than 33 years – providing them
with fun and enjoyable experiences on multiple platforms,” said Steve
Youngwood, Executive Vice President and General Manager, Digital Nickelodeon.
“We are thrilled to offer our content as part of Amazon's innovative new
service for kids.”

“We are thrilled that HIT Entertainment’s trusted content portfolio is part of
the launch of Kindle FreeTime Unlimited,” said Natasha Fishman, Senior
Director, Digital Media & Marketing, HIT Entertainment. “Our beloved brands,
including Thomas & Friends^©, Bob the Builder^©, Fireman Sam^©, Barney^©,
Angelina Ballerina^©, and Pingu^© encourage discovery and inspire imagination
in kids and are a perfect complement to FreeTime Unlimited’s carefully curated
mix. Whether it’s playing with apps, reading e-books, or watching movies, fans
will have plenty of their favorite HIT characters from which to choose.”

“PBS KIDS is dedicated to providing educational and engaging content that
opens up worlds of possibilities for kids,” said Lesli Rotenberg, Senior Vice
President, Children’s Media, PBS. “We are excited to work with Amazon on
Kindle FreeTime Unlimited to offer a new opportunity for today’s on-the-go
kids to play and explore with their favorite PBS KIDS characters in an
age-appropriate way.”

“I am excited that Reading Rainbow has been chosen by Amazon to be a key
representative of quality children's programming in their new FreeTime
Unlimited offering,” said LeVar Burton, Host and Producer of the iconic
television show. “In making these 25 episodes of Reading Rainbow available for
children, I hope that they and their parents can enjoy watching the series
together, and remind themselves that through the pages of a good book, they
can go anywhere.”

“We are thrilled to work with Amazon’s newest service to deliver some of the
most engaging educational content we’ve created for children and their
families,” said Scott Chambers, Senior Vice President, Worldwide Media
Distribution, Sesame Workshop. “From Sesame Street episodes, eBooks, and apps
to episodes of our other award-winning series The Electric Company and Pinky
Dinky Doo, our offering encourages children to learn while having fun with
some of their favorite characters.”

The Best Games and Learning Apps for Kids

FreeTime Unlimited offers many of the most popular children’s games, with all
in-app ads and in-app purchasing removed. Games include Disney’s bestselling
Where’s My Water? and Where’s My Perry?, as well as Fruit Ninja Puss N’ Boots,
Cut The Rope, Peekaboo Barn, Counting with the Very Hungry Caterpillar, Magic
Piano and popular early development games like Kids Learn to Read, My First
Puzzles Dinosaurs and SUPER WHY!

Favorite Children’s Books

Kindle FreeTime Unlimited features beautiful children’s picture books,
including new and classic favorites like Big Nate, Ivy and Bean, Phineas &
Ferb, Shrek, and Kung Fu Panda as well as books by Caldecott-honored authors
such as Chris Van Allsburg’s “Jumanji” and Barbara Lehman’s “The Red Book.”

FreeTime Unlimited also includes hundreds of eBook apps with Read-to-Me
functionality and in-book games from characters such as Thomas & Friends,
Looney Tunes, Scooby-Doo, Arthur, Duck and Goose, Caillou and Superman, and
from award-winning children’s author Sandra Boynton (“Moo, Baa, La La La!”).

Popular Kids Movies and TV Shows

FreeTime Unlimited includes movies from Barney, Thomas & Friends, Bob the
Builder, Fireman Sam and Angelina Ballerina, as well as TV shows like Sesame
Street, Spongebob Squarepants, Dora the Explorer, Blue’s Clues, Diego, Yo
Gabba Gabba, The Backyardigans, Rugrats, Arthur, Reading Rainbow, Caillou, and

Amazon is also working with Common Sense Media, the non-profit organization
that provides independent ratings of books, movies, television, apps, games,
websites, and music, and many of their top-rated media choices for children
are included in Kindle FreeTime Unlimited.

“Millions of parents trust Common Sense Media's ratings and reviews to find
quality media for their kids, and we're excited to work with Amazon to inform
a great deal of the selections available in Kindle FreeTime Unlimited, making
this a great choice for parents,” said Amy Guggenheim Shenkan, President and
COO of Common Sense Media. “We also endorse FreeTime Unlimited’s ad-free
environment and blocking of in-app purchases for kids as we know from
experience that these features will make parents more comfortable.”

FreeTime Unlimited will be available on the all-new Kindle Fire family as part
of a free, over-the-air software update that will be automatically delivered
in the coming weeks. After receiving the software update, customers can sign
up for FreeTime Unlimited from within the Kindle FreeTime app on their $159
Kindle Fire, $199 Kindle Fire HD, and $299 Kindle Fire HD 8.9”. Customers can
learn more at, Inc.(NASDAQ: AMZN), a Fortune 500 company based inSeattle,
opened on the World Wide Web in July 1995and today offers Earth’s Biggest, Inc.seeks to be Earth’s most customer-centric company,
where customers can find and discover anything they might want to buy online,
and endeavors to offer its customers the lowest possible
prices.Amazon.comand other sellers offer millions of unique new, refurbished
and used items in categories such as Books; Movies, Music & Games; Digital
Downloads; Electronics & Computers; Home & Garden; Toys, Kids & Baby; Grocery;
Apparel, Shoes & Jewelry; Health & Beauty; Sports & Outdoors; and Tools, Auto
& Industrial. Amazon Web Services provides Amazon’s developer customers with
access to in-the-cloud infrastructure services based on Amazon’s own back-end
technology platform, which developers can use to enable virtually any type of
business. Kindle Paperwhite is the most-advanced e-reader ever constructed
with 62% more pixels and 25% increased contrast, a patented built-in front
light for reading in all lighting conditions, extra-long battery life, and a
thin and light design. The new latest generation Kindle, the lightest and
smallest Kindle, now features new, improved fonts and faster page turns.
Kindle Fire HD features a stunning custom high-definition display, exclusive
Dolbyaudio with dual stereo speakers, high-end, laptop-grade Wi-Fi with
dual-band support, dual-antennas and MIMO for faster streaming and downloads,
enough storage for HD content, and the latest generation processor and
graphics engine—and it is available in two display sizes—7” and 8.9”. The
large-screen Kindle Fire HD is also available with 4G wireless, and comes with
a groundbreaking$49.99introductory 4G LTE data package. The all-new Kindle
Fire features a 20% faster processor, 40% faster performance, twice the
memory, and longer battery life.

Amazon and its affiliates operate websites, including,,,,,,,, and As used
herein, “,” “we,” “our” and similar terms include, Inc.,
and its subsidiaries, unless the context indicates otherwise.

Forward-Looking Statements

This announcement contains forward-looking statements within the meaning of
Section 27A of the Securities Act of 1933 and Section 21E of the Securities
Exchange Act of 1934. Actual results may differ significantly from
management's expectations. These forward-looking statements involve risks and
uncertainties that include, among others, risks related to competition,
management of growth, new products, services and technologies, potential
fluctuations in operating results, international expansion, outcomes of legal
proceedings and claims, fulfillment center optimization, seasonality,
commercial agreements, acquisitions and strategic transactions, foreign
exchange rates, system interruption, inventory, government regulation and
taxation, payments and fraud. More information about factors that potentially
could'sfinancial results is included'sfilings with the Securities and Exchange Commission, including
its most recent Annual Report on Form 10-K and subsequent filings.

Contact:, Inc.
Media Hotline, 206-266-7180
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