Amazon has launched a new tablet aimed specifically at children, with content that can be entirely controlled by parents.

The new Amazon Fire HD Kids Edition has gone on sale in the UK today starting at £119, and includes a two-year guarantee that means if anything happens to it, it can be traded in for free and replaced.

“Despite best intentions, kids break things” says the firm, who have also given the tablet a robust coloured case to help further protect it from harm.

The device is based on the Fire HD 6 tablet launched last year, but with a new, child-friendly interface.

Jorrit Van der Meulen, the firm’s vice president of devices in the EU, said: “With the two-year, no-questions-asked, worry-free guarantee, and Fire for Kids parental controls, parents can rest assured that the device is well protected and that they'll never be surprised by a bill, unwanted ads or social media posts.”

The settings give parents the power to control not only the apps children can access, but the amount of time the tablet is used.

They will also be able to set a time the device powers off; potentially removing the “just 10 more minutes” catchphrase from children’s vocabularies come bedtime.

Alternatively, access can be based on time; for example limiting a younger user to one hour of games a day, or done by a reward scheme, with an hour of reading or educational content able to unlock entertainment features.

Amazon says the new device also comes with a year's subscription to the Fire for Kids service -  an archive of apps, games, books and other content that can be downloaded for no additional cost. At the end of the first year, a £1.99 monthly subscription fee per child comes into effect.

To offset access to all this content, Amazon has ring-fenced the Kids Edition so that it operates within its own ecosystem, free of universal web access and potential harmful or sensitive content.

The launch comes off the back of new Ofcom research last week that found that more than 70 per cent of children aged between 5 and 15 in the UK had access to a tablet by the end of last year.