When did it become Amazon Freetime unlimited?
Back in 2012, Amazon announced Kindle Freetime Unlimited, as I wrote about in this post:
I was looking in the Kindle store, and noticed that it was gone…and replaced by Amazon FreeTime unlimited.
The link from the storefront was redirected to
That’s interesting…and a bit concerning.
The new page focuses much more on videos than on books, although they do get mentioned. They say:
“Personalize each kid’s experience with profiles, and let them watch where they want to – on Fire Tablets, Kindle eReaders or Fire TV”
Now, they also mention reading…although they put apps in front of books.
Branding matters…a lot.
Is Amazon moving away from the Kindle brand in favor of just being Amazon?
At least in this case, they are.
They did already step away, when they changed the Kindle Fire tablet into just “Fire tablets”.
This may tie into Amazon’s rumored $50 tablet…we should get a hardware announcement within the next month or so (I’m think it will come before the end of the month).
If you asked most people what they thought “Kindle” signified from Amazon, I think they would say “e-books”.
I don’t at all think Amazon will stop supporting e-books. I also expect that, for now, they’ll keep producing EBRs (E-Book Readers), in addition to tablets.
Five years from now, will Amazon still be making EBRs?
I’m not sure about that…especially if screen technology greatly improves.
If the two technologies merge, so we get super long lasting batteries, color, video, and a comfortable reading experience, I think the public would think of it as a tablet, not as a Kindle…and that Amazon would brand it that way.
What do you think? Why did Amazon change the name? The word “Kindle” is a powerful brand for them…how will they use it in the future? Feel free to tell me and my readers what you think by commenting on this post.
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* I am linking to the same thing at the regular Amazon site, and at AmazonSmile. When you shop at AmazonSmile, half a percent of your purchase price on eligible items goes to a non-profit you choose. It will feel just like shopping at Amazon: you’ll be using your same account. The one thing for you that is different is that you pick a non-profit the first time you go (which you can change whenever you want)…and the good feeling you’ll get. Shop ’til you help!
This post by Bufo Calvin originally appeared in the I Love My Kindle blog. To support this or other blogs/organizations, buy Amazon Gift Cards from a link on the site, then use those to buy your items. There will be no cost to you, and a benefit to them.