#WebExtra: Amazon Offers Account for Teens

Ashley Carr
October 13, 2017

"This is a move that will get families deeper into Amazon, while also cultivating future Prime members".

"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", said Michael Carr, vice president of Amazon Households, in a statement.

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.

To streamline the process further, teens can also add personalized notes to each product they select for approval, allowing them to offer their parents a bit of justification for the products they want or need (such as important school supplies). "Amazon is offering a great solution for teens to shop with their own login", said FOSI Founder and CEO Stephen Balkam. Their parents, meanwhile, can approve their purchases by text message or set spending limits per order. In this case, the parent will receive a notification with an itemized list of the order, and the option remains to cancel it or initiate a refund if it is too late to cancel.

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Amazon - which had annual revenue of $136 billion past year - accounts for roughly one-third of all online USA sales.

Without an annual commitment, you have full access to more than 50 million items and Prime Video, which features unlimited streaming on thousands of movies and TV shows. To get started, parents can visit amazon.com/forteens or sign up via a text or email invitation from their teens.

That means Amazon would then be tapping into the pocket money teens may have on hand from their part-time jobs, babysitting money, allowances and the like. Amazon is trying to replicate that feeling for the digital generation.

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