Amazon Kids: rebranding Amazon FreeTime

Rebranding Amazon FreeTime was a monumental undertaking. As a Senior Brand Strategist at Amazon's CX Labs, I tackled the challenge of rebranding Amazon FreeTime and FreeTime Unlimited—platforms designed for kids' safe tech engagement and parental control. Despite its functionality, "FreeTime" misled users, implying screen time reduction instead of a robust family-focused service. Through extensive stakeholder interviews, customer surveys, and brand studies, it became evident the name hindered adoption and user experience.

From FreeTime to Amazon Kids, the rebranding journey required strategic insight and creative rigor. Drawing from competitive analysis, customer feedback, and UX research, I led brainstorming sessions to find a name that resonated with families. The result was Amazon Kids and Kids+, names that clearly conveyed the service’s purpose and trustworthiness. The rebrand was widely praised and solidified Amazon Kids' position as a leading family digital service, now serving over 30 million users.