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Amazon expands its kids’ subscription box service in a big way

Amazon Prime members — specifically those with young children — are getting another perk.

The online giant on Tuesday expanded its subscription box of board books for children to all Prime members in the United States. The Prime Book Box program was initially introduced in May as an invitation-only program for Prime members in the U.S.

The program offers two options. The first subscription curates board books for children under 2 years old, the second targets hardcover books to readers between 3 and 12 years old. Each delivery contains two hardcover books or four board books, depending on the child’s age.

Here’s how the program works: Prime members create a profile that reveals their young readers’ preferences, and then they choose if they would like to receive a box every one, two or three months. Members can preview a list of curated titles and customize their box, or Amazon editors can curate the shipment. (The company refers to users’ recent purchase histories to avoid duplicating titles.)

Customers receive a preview email of books, and have five days to review the order and make changes via a link embedded in the message. Members can also skip a box and change the frequency of deliveries in their profile. Once the box arrives, customers have 30 days to return any items.

The service runs $22.99 plus tax per box, which is up to 35% off list price. All boxes are eligible for free two-day shipping.

The Prime Book Box bolsters the online retailer’s other subscription services. For example, Amazon features beauty boxes sponsored by Julep and Allure, respectively, as well as its Carnivore Club, a box that contains a selection of handcrafted cured meats.

In May, Amazon launched its “Sample Box,” which enables Prime members to purchase samples across a variety of categories, including beverages and food, sports nutrition, beauty and grooming, baby, personal care and household, and vitamins and supplements.
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