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Amazon launches new subscription box—for kids

Amazon is going back to its roots for its newest subscription box offering — but these titles target story time.

The online giant introduced its Prime Book Box program, a subscription box of board books for children under 2 years old, or hardcover books for readers between 3 and 12 years old. Each delivery contains two hardcover books or four board books, depending on the child’s age.

The Prime Book Box program, which is invitation-only for Prime members in the United States, is $22.99 plus tax, and all boxes ship free. Books are sold for 35% off of merchandise list prices, and all books are equal or lower in price than books found on Amazon’s website, according to the company’s “Frequently Asked Questions” page.

Here’s how the program works: Prime members create a profile for their young reader’s preferences and then choose if they would like to receive a box every one, two or three months. Members can preview a list of options to tailor the box or let Amazon editors curate the shipment. Amazon also monitors the customer's purchase history to avoid including a book that may have already been purchased.

Amazon sends members an email that enables them to preview contents before the box ships. Members have five days to make any changes. Boxes, which ship free, arrive within 5-10 days. Any item can be returned within 30 days of delivery.

While the program is invitation-only, Prime members can request an invitation on Amazon’s website. An email will notify them when they can sign up, according to the FAQ page.

This is not Amazon’s first try at subscription boxes. The online retailer 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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