Amazon has introduced a convenient way for teenagers aged from 13 to 17 years old to shop on Amazon with their own login.
For the first time, teenangers can independently use the Amazon App, allowing them to shop or stream content while still keeping their parents informed. Parents can approve all orders or set pre-approved spending limits per order – offering their children a customized level of autonomy that can change and grow as they do.
When a teenager finds something they wish to order, they can place the order on the Amazon App and parents will receive a text or email showing the item, cost, shipping address and payment information. The teenager can also include a personalized note like, “this is the book I need for class.” The parent can approve the order by text or they can visit their orders page to review it in more detail. By default, parents approve every order. Parents can choose to skip the approval step and set pre-approved spending limits, offering teenagers the freedom to place orders up to a certain amount should they wish.
Michael Carr, Vice President, Amazon Households says “As a parent of a teen, I know how they crave independence, but at the same time that has to be balanced with the convenience and trust that parents need. We’ve listened to families and have built a great experience for both teens and parents. For teens who have a parent with a Prime membership, they can also access Prime benefits at no additional cost, including fast, free shipping, Prime Video and gaming benefits with Twitch Prime.”
At the end of the day though, it’s fairly obvious, that this is actually about building a customer base, by snaring a younger audience and also further building the value of the Amazon Prime proposition. By bringing younger people under the Prime umbrella at an earlier age, at their parent’s expense, they will more likely become the Prime devotees of the future as it becomes to seem as a vital, usual, normal and inexpensive household expense.
Amazon is grooming the Prime members of tomorrow as teenagers and it makes perfect commercial sense.
One Response
My two youngest 12 & 14 pay for their stuff on my account with their Go Henry visa cards. They search and send me a link and I buy and add their payment card as a method of payment. (Go Henry is a visa card where I add pocket money and they can do jobs to earn more and can only spend what they have)
This is a bonus 🙂