It’s a move parents might scoff at, but Amazon.co Inc (NASDAQ:AMZN) has unveiled a new version of Alexa for the younger set.
The e-retailer’s new Echo Dot kids edition comes in an array of bright colors and caters to inquisitive children between the ages of 5 and 12. Indeed, the device will bring Amazon’s kid-centric FreeTime programs to smart speakers and permit children to listen to songs as well as Audible books and also ask questions about science, spelling or definitions.
Amazon’s Echo dot for kids – which looks identical to a regular Dot speaker but comes in a kid-friendly bumper case – will retail for US$80 when it debuts on May 9.
FreeTime on Alexa will be included in the price of an Echo dot for kids as well. This service offers new parental controls such as time limits for using Alexa and filters to block out explicit lyrics and a system whereby parents can review their kids’ activities.
READ: Amazon’s 1Q earnings tipped to beat expectations as Prime subscribers smash through 100mln mark
“With Echo Dot Kids Edition and FreeTime on Alexa, parents can have peace of mind knowing their kids are getting age-appropriate content, while they listen to music, ask questions, enjoy Audible books, use Alexa skills, and more. We can’t wait for parents and kids to try this out,” said Dave Limp, a senior vice-president with Amazon Devices and Services.
Amazon has been tipped to beat expectations when it reports its first-quarter earnings on Thursday afternoon.
Wall Street is currently expecting the e-commerce giant to deliver earnings per share of US$1.27 in the opening three months of 2018, with sales swelling to US$49.9bn.
Amazon shares were broadly flat at US$1,61.57 on Wednesday afternoon after shares were halted due to a trading glitch by the NYSE.