(NASDAQ: AMZN)—Amazon today announced a new version of Kindle FreeTime on Kindle Fire tablets that brings new educational features built from the ground up for parents and kids. FreeTime is a free feature available exclusively from Amazon, and the update will be delivered automatically to any Kindle Fire tablet that has the FreeTime app in the coming weeks, just in time for the holidays. Customers can order the new $139 Kindle Fire HD, Kindle Fire HDX 7” and Kindle Fire HDX 8.9” at www.amazon.com/fire-hd. “Kindle Fire is already the best tablet for kids and families—and now we’re making it even better,” said Peter Larsen, Vice President, Amazon Kindle. “We know kids spend a lot of time every day looking at screens, and we’re excited to add new tools that help parents make this time more educational. Parents can use features like ‘Learn First’ to ensure study comes before play and set daily educational goals for reading and learning. If you subscribe to FreeTime Unlimited, your kids will enjoy thousands of new educational books, apps, games and videos.” With new Educational Goals, parents can now set additional goals for their kids—for example, a parent can set a goal to read 30 minutes every day in FreeTime. Parents of younger children who can’t yet read can set goals to use educational apps such as My First Words: Spanish, Elmo Loves 123’s, or BrainPOP Jr. for a certain amount of time each day. Additionally, parents can now choose to make sure their kids have reached their educational goals before they can watch cartoons or play games. Simply tap on Learn First, and all non-educational content is removed from the child’s FreeTime library until they have met their daily reading or educational goals. Everything in FreeTime Unlimited—plus the top 10,000 most popular kids’ books, videos, and apps on Amazon—has been categorized as education or entertainment, so when a parent sets goals for Learn First, the work of identifying which content is educational vs. entertainment has already been done for them.