Amazon is now going after teens

Amazon now lets teenagers shop via separate logins attached to their parents' accounts

Parents are able to select which payment methods and shipping addresses they'd like their teens to have access to and will receive an automated request for approval whenever a purchase is attempted. The convenience and the access to Prime perks like free two-day shipping, streaming content, Twitch Prime gaming deals and photo storage is a relative bargain for students, whose parents have to pony up $99 each year for the same benefits. That option then takes teens to write a short note to send to their parents about the purchase, where they can say "I need these sneakers", or "I ran out of granola bars".

Reflecting how kids use the internet these days, the new shopping system only works through the Amazon mobile app. Parents will not be charged for adding their teen to their account, Amazon said. When they find something they want to buy, that item is sent to the parent for approval via text or email.

Parents can also set pre-approved limits per order, which allows teens to keep purchases under a certain budget. To get started, parents can visit amazon.com/forteens or sign up via a text or email invitation from their teens.

Amazon's move to zone in on the demographic isn't surprising, with 49 percent of teenagers listed Amazon as their favourite website.

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Already, Households allows customers to add other adults to their group as well as children (12 and under) as a part of other services like the kid-friendly subscription Amazon FreeTime Unlimited, for instance.

Setting up a teen account on Amazon requires input from the parent. "We've listened to families and have built a great experience for both teens and parents", said Michael Carr, Vice President, Amazon Households. In the past, this is the money teens may have spent at the mall instead.

For the time being, however, the feature is more about letting teens shop a bit more independently.

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