Amazon targets teen shoppers with new account sharing feature

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The new service, available via amazon.com/forteens, is meant to give teenagers ages 13 through 17 a bit more autonomy, says Amazon.

When a teen 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. "We've listened to families and have built a great experience for both teens and parents", said Michael Carr, Vice President, Amazon Households.

On the other end of the spectrum, the move could be seen as an effort to indoctrinate teens and get them addicted to Amazon early, before they become loyal to a competitor. The teen can also add a note to their parents. Then again, if you'd rather spend that money on cheap fast food you can always cancel your monthly subscription and mooch off your parents' Prime account over summer break. When the parent reviews the activity, they can approve or deny the purchase with a simple reply to the automated message they receive. By default, parents approve every order.

For Amazon, getting teens to shop now could turn them into customers for the rest of their lives, said Brendan Witcher, an e-commerce industry analyst at Forrester. Amazon's dedicated page explains more about the function and how to get started.


Parents can also set pre-approved limits per order, which allows teens to keep purchases under a certain budget.

Parents can set up the teen accounts in two ways.

Teens will also be able to access Prime-specific features like Prime Video and Twitch if their parents are members.

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