Amazon is updating the pricing structure of its Kids+ subscription service, which offers safe TV shows, video clips, books and more for children. While some will pay less, many will be paying more from now on.
The change was announced in an e-mail Amazon sent to its existing subscribers, with the new prices coming into effect on June 8 in the UK (and at a later date in the US).
As expected, some customers took to social media to vent their frustration over the price increase, and the way it was presented to them.
Until now, Amazon Kids+ had two separate plans: a subscription for a single child used to cost £1.99/month for Amazon Prime members, and a subscription for up to four children (with four separate child profiles) was £4.99/month for Prime Members.
Starting this week, there’s just one plan, and it costs £3.99/month for Prime Members – with up to four child profiles.
Therefore, people who used to subscribe for just one child, will now pay £2 more each and every month. Customers who used to subscribe to the four-children plan, will now pay £1 less every month.
Remember that these price points are for Amazon Prime subscribers – and as before prices are higher for non-Prime members (see below for the full pricing details, including the annual discount).
What Is Amazon Kids+?
Amazon Kids and its Plus version were formerly known as Amazon Fire for Kids and Fire for Kids Unlimited, as well as Amazon FreeTime at one point.
Amazon Kids, which is available on smartphones, tablets and some Amazon Fire TV devices lets parents open a profile for their child with robust parental controls, and then add content they purchased on Amazon – TV shows, films, etc’ – to that profile, thus creating a “walled garden” of content for the child.
Amazon Kids+ is a subscription service where kids can enjoy thousands of premium films and TV shows, including new and popular titles like Peppa Pig, Mr Bean, Paw Patrol, iCarly, Fireman Sam, Lego Ninjago and Amazon Kids+ Original Super Spy Ryan.
The content is divided into three age groups: 3-5, 6-8 and 9 to 12. Parents can personalise screen time limits, set educational goals, filter age-appropriate content, and also manage web browsing and content usage based on their preferences.
Amazon Kids+ Updated Pricing
As of June 8, 2022, the pricing options for Kids+ are:
Monthly Subscription, Up to 4 Child Profiles: £3.99/m for Prime Members, £6.99/m for Non-Prime Members
Annual Subscription, Up to 4 Child Profiles: £38 for Prime Members, £68 for Non-Prime Members
New members can also get a 1-month free trial.
Amazon Kids+ Customers Get Angry On Social Media
This week, Amazon sent an e-mail to its customers, informing them of the pricing changes.
“As of June 8, 2022, we have simplified the pricing options for our service. Your subscription will renew into a monthly fee of £3.99 for Prime Members or £6.99 for Non-Prime members.
Also, all of our customers now have unlimited access to Amazon Kids+ for up to four child profiles.”
While no one likes it when prices go up, many took to social media to protest the price increase (for some) being presented as a “simplification” of the prices:
@AmazonUK What a ridiculous email. Increasing the price of the kids subscription isn't simplifying it. I've now cancelled and won't be buying Amazon tablets again.
— Em (@EWelliGreen) June 9, 2022
Anyone remember back in the day when Orange 'simplified' pricing, which meant huge price hikes?
Well now Amazon is simplifying things too. Simplifying Kids+ from £1.99 a month to £3.99 a month.
— Jonathan Morris (@jmcomms) June 9, 2022
Of course, with the price going down for people with more than one child, some were happily surprised:
Woaa Amazon Prime kids+ monthly fees will actually decrease by £1!
— Hobbits Wife 💙 (@HobbitsWife) June 9, 2022
It seems individual e-mails telling people in more detail whether their actual price was going up or down (and why) could have helped in this case.