Maybe it's making the best of bad parents
Even if I want to buy uranium, I shouldn't. And if I want to buy a chair, I shouldn't be seeing only uranium chairs.
Drugs could be a good analogy as it (mostly) affects yourself. A safe route for people to buy those would fix the #1 leading cause of death of young adults in the US today (fentanyl)
The group of parents who let their kids smoke might get those instead, improving their health
The parents who don't allow it would never consider them
I suppose it depends how many of group 2 could be converted to 1 if they were "low tar!".. my intuition is close to zero
Group A is going to smoke regardless, having a healthier product reduces harm
Group B is never going to smoke no matter what's on offer
Amazon's target market here, wants to parent their kids without parenting their kids. Whether that's a TV with cartoons 20 years ago, a tablet 5 years ago, or a "digital pacifier" today nothing has changed. It's just being fulfilled differently.
My point is that the responsibility is on parents, not companies who will inevitably get the blame and nothing will change. See the other commenter here who said their kids don't even own a tablet.