[fjtorres]

It's via a separate App.
Which probably explains why it runs on the newer FIREs (Android 4) and not the original (Android 2.3).
It also suggests that an iOS app is likely in the pipeline (say, summer).

Baby-steps here, in more ways than one.
As I pointed out when the PRIME library first came out, Amazon is likely gathering usage data to gauge likely user behavior for lending libraries. With the PRIME Lending Library, the 1 title per month imposed a limit; with Freetime Unlimited the real constraints are the kids' attention span, their love of revisiting favorite stories/movies, and parental time limits. They'll be tracking usage *metrics* to see how the videos compete with the books and how many books or videos a typical user checks out and how often.

The two-tier pricing also is interesting: they obviously want to reach out beyond the core Amazon customer base for this, instead of limiting it to PRIME customers. Of course, it also adds measurable value to PRIME: another $24 a year in savings for Freetime Unlimited subscribers. Again, they'll see how the subscribers go: sign up for Freetime Unlimited only, start with FU and then add PRIME, or subscribe to both at the same time.

Another interesting experiment from Amazon.