Amazon Eyes the Kids' Tablet Market

The Kindle producer rolls out a Netflix for the primary school set
Kids: Getty Images

It wasn’t so long ago that the notion of kids having their own tablet computers seemed excessive. But as tablets flood the market in record numbers—more than 27 million were purchased in the third quarter alone, according to market researcher IDC—it’s become clear that the entertainment-laden devices are tailor-made for smaller hands. “With the original Kindle Fire, we were really surprised with the feedback we got from parents regarding the fact that they liked to hand it over to their kids, and the kids were using it,” says Peter Larsen, vice president of Amazon.com’s Kindle unit.

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