A Twitter thread by Taylor Lorenz, a writer at The Atlantic explains more. There's now a dedicated Amazon Teen area, with Snapchat and Instagram heavily used to pummel teenagers into submission, and to get them to sign up to Amazon and use their parents' credit card to blow a shitload of money on Prime.
As one would expect with this market, Amazon has worked with Instagram influencers, all of whom have their own Teen wishlist to extend that influence into cold, hard Bezos dollars.
Should it make parents uncomfortable? Probably. It makes teens feel more like an adult, without any of the risk (if only all teenage experimentation was like that). It has a touch of the Nick O'Teens about it - being emotionally beaten, through highly frequent Snapchat ads, into submission by a dominating yet ethereal force.
The Advertising Standards Authority, in theory, should rule against Amazon Teen as it considers anyone under 16 to be a child. But since when did Amazon give a shit about the law?