TL;DR: Amazon Prime Video is a beast to tame because it mixes "free" Prime content with a digital storefront where your kid can accidentally rent Joker: Folie à Deux for $19.99. To fix it:
- Set up a Prime Video PIN (Account Settings > Parental Controls).
- Lock Purchases behind that PIN.
- Create a Kids Profile, but know that Amazon Kids+ is a separate, paid "walled garden" that offers better control than the standard Prime app.
- Watch out for "looks like a cartoon but isn't" traps like Hazbin Hotel and Invincible.
If you’ve ever opened Amazon Prime Video only to find your "Continue Watching" list populated by Cocomelon or, worse, found a $25 charge for a movie you’ve never heard of, you know the struggle.
Amazon’s interface is notoriously... let's call it "busy." Unlike Netflix, which feels like a curated library, Prime Video is more like a giant flea market where some things are free, some cost money, and the "Adult" section is often just one accidental swipe away from the "Toddler" section.
It’s January 2026, and while streaming tech has improved, the fundamental "Amazon problem" remains: it’s a shopping app first and a video player second. Here is how to actually wall off the "shopping" and the "not-for-kids" stuff so you can hand over the remote without a minor panic attack.
The most important thing to understand about Prime Video is that Profiles are not enough. On many devices, switching from a "Kids Profile" back to the "Adult Profile" is as easy as clicking a button—no password required.
To actually secure the account, you need a Prime Video PIN.
- The Purchase PIN: This is your best friend. It stops your seven-year-old from buying every season of Ninjago just because they liked the thumbnail.
- The Viewing Restrictions PIN: This allows you to lock specific age ratings (like TV-MA or R) behind a code.
Pro-tip: Amazon’s parental controls are often device-specific. If you set restrictions on your Fire TV, they might not automatically carry over to the iPad or the Roku in the playroom. You have to check the "Apply to all devices" box in your Amazon account settings on a web browser to make it stick.
Ask our chatbot for a step-by-step walkthrough of PIN settings
There is a huge difference between a Prime Video Kids Profile and Amazon Kids+.
- The Kids Profile (Free): This is just a filtered version of the Prime Video app. It shows PG and G-rated content. It’s "fine," but the UI still looks like the regular Amazon app, and it’s very easy for kids to wander into the "Store" tab where they see things they can't watch.
- Amazon Kids+ (Paid Subscription): This is a separate ecosystem. If your kids use a Fire Tablet, this is the "Walled Garden." It removes the storefront entirely and replaces it with a kid-friendly UI.
If you are serious about "Digital Wellness" and reducing "brain rot" (the mindless scrolling through infinite thumbnails), the standard Kids Profile on the smart TV app is actually pretty weak. It still uses the same dopamine-loop design as the adult version.
We need to talk about the content. Amazon has some of the best original programming on the planet, but they are also the kings of "Adult Animation."
In the 90s, if it was a cartoon, it was probably for kids. In 2026, that logic will get you in trouble. Prime Video aggressively pushes shows like:
- The Boys (Extreme violence, very much for adults)
- Invincible (Looks like a Saturday morning superhero show; is actually a gore-fest)
- Hazbin Hotel (Bright colors, catchy songs, and more profanity than a Scorsese movie)
If you haven't locked your ratings with a PIN, these shows will often show up in the "Trending" or "Recommended" banners at the top of the screen—even if you're logged into a profile that was watching Bluey five minutes ago.
If you’re looking for high-quality content on Prime that isn’t just "noise" or "brain rot," here are the current Screenwise favorites for different age groups:
For the Little Ones (Ages 3-6)
- It’s the gold standard for a reason. It’s as much for parents as it is for kids. Prime carries several seasons, though it’s often shared with Disney+.
- The spiritual successor to Mr. Rogers. If you want your kid to learn emotional regulation instead of just "Ohio" memes, this is the one.
- An Amazon Original that focuses on resourcefulness and "What if we tried this?" thinking. Highly recommended for the "truck-obsessed" phase.
For the Big Kids (Ages 7-12)
- If you haven't watched this with them yet, grab the tissues. It’s a masterpiece of storytelling about nature vs. nurture.
- For families who love high fantasy. It’s much cleaner than Game of Thrones, though it has some "fantasy violence." It’s a great "bridge" show for parents and tweens to watch together.
- Fast-paced, funny, and has a great message about not judging people (or wolves) by their reputations.
For the "I'm Not a Kid Anymore" Crowd (Ages 13+)
- Warning: This is TV-MA. It is violent and weird. However, if you have a teen who plays the Fallout games, they will want to watch this. It’s a great opportunity for a conversation about satire and post-apocalyptic themes, but definitely watch a trailer first to see if it clears your family's "ick" bar.
Check out our full guide on "Is Fallout appropriate for my 14-year-old?"
One unique thing about Prime Video is the X-Ray feature. If you pause the video, it shows you the names of the actors on screen, the music playing, and trivia.
The Good: It’s great for curious kids who ask "Who is that guy?" or "What song is this?" It can actually turn movie night into a mini-film school lesson. The Bad: Sometimes the "Trivia" or "Bonus Content" can include behind-the-scenes clips that aren't as age-appropriate as the movie itself. It’s rare, but it’s something to keep an eye on if you have a kid who loves to pause and click everything.
Instead of just being the "PIN Police," use these settings as a conversation starter.
"Hey, I put a code on the TV not because I don't trust you, but because Amazon's 'Buy' button is way too easy to hit by accident, and I don't want us accidentally spending the grocery money on Minions 5."
It’s also worth talking about The Algorithm. Explain to your kids that Amazon wants them to keep watching so they can show them more ads or sell them more toys. Teaching them that the "Up Next" video isn't a command, but a suggestion, is a massive step toward digital literacy.
Amazon Prime Video is a powerful tool with a massive library, but its "everything-store" DNA makes it a bit of a minefield for kids.
- Don't trust profiles alone. Set that Account PIN.
- Separate the "Store" from the "Show." If you use Fire Tablets, lean into Amazon Kids+.
- Be the curator. Don't let the "Recommended for You" banner decide what your family watches. Use Screenwise to find the gems and ignore the "brain rot."
Streaming should be a way to connect as a family, not a source of "accidental purchase" anxiety. Take ten minutes tonight to lock down your settings, and then go enjoy Puss in Boots: The Last Wish—it’s legitimately better than it has any right to be.