Amazon has shifted is attention towards teenagers.
For college students not willing to commit to a full year of Amazon Prime, the company announced Wednesday a new $5.49 monthly payment option called Amazon Prime Student. "We've listened to families and have built a great experience for both teens and parents", said Michael Carr, Vice President, Amazon Households. By default, parents approve every order. Once a teen receives an invitation, they can create their own username and password.
With the holidays quickly approaching, Amazon is doing everything it can to get its Prime service in as many households as possible.
The parent and child each get their own Amazon account, however, the parent has the control over which payment methods and shipping addresses can be used by the child.
Perhaps more importantly for Amazon, Prime Student opens up a new possible revenue stream with a cohort of consumers that will always be there-and will always be replenished year after year. That option then takes teens to write a short note to send to their parents about the purchase, where they can say "I need these sneakers", or "I ran out of granola bars". The parent can approve the order by text or they can visit their orders page to review it in more detail.
For parents who trust their kids won't go insane on orders, they can remove the approval step. Once the order is placed, parents can see an itemized invoice and are able to cancel and return items, according to Amazon.com's normal terms. Continuing, "For teens who have a parent with a Prime membership, they can also access Prime benefits at no additional cost, including fast, free shipping, Prime Video and gaming benefits with Twitch Prime".