New York: Leading online marketplace is launching a subscription service for children’s games, videos and books. With this service, Amazon is targeting kids so they use more Kindle Fire tablet devices. This service will allow kids to watch, play and read a variety of content available on Amazon. Better still, they can access it as many times as they want.

Aimed at kids between 3 to 8 years of age, the Kindle FreeTime Unlimited service is likely to be available in the next few weeks as part of an automatic software update. Amazon has said that with this service for kids, families will have access to ‘thousands’ of pieces of content. However, the company has not divulged any number. The services for kids is priced at $4.99 a month for one child. For members of Amazon Prime, it will be available at $2.99 a child.

For worried parents, the good news is that it comes with parental controls so they can set aside screen time for their kids. This move from Amazon will up the ante for competitors in the tablet market such as Apple, Barnes & Noble, Microsoft and Samsung.