Amazon is Making Its Full-Screen Video Ads on Fire TVs Less Annoying




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Last November, Cord Cutters News broke the news that Amazon is adding full-screen video ads that will play when you start your Fire TV unless you quickly perform an action on it. Now we can confirm that Amazon has made changes so these ads are far less annoying.

This new update will be rolling out to all Fire TVs made in 2016 or newer. With this update, the ad at the top of your Fire TV will now start playing full-screen, often promoting a movie or TV show. By hitting the home button, you can quickly exit the ad or if you quickly perform an action on the Fire TV once it finishes, you will avoid the video ad, but you only have a few seconds.

Now, though, Amazon has made a few changes. First, the ads appear to have a bigger delay, giving you more time to take action and cancel the ad. Second the ad is no longer full screen and now instead has a small menu row at the bottom making it clear that pushing down or hitting home on you’re Fire TV remote will stop the ad.

These new changes seem to make the ads far less annoying and makes it more clear how to get back to your home screen. Now no longer does your fulls screen get replaced with an ad.

Here is what the new ad format looks like:

“Our focus is on delivering an immersive experience so customers can enjoy their favorite TV shows and movies, as well as browse and discover more content they’ll want to watch. We’re always working to make the Fire TV experience better for customers and have updated one of the prominent placements in the UI to play a short content preview if no other action is taken by a customer upon turning on their Fire TV.” Amazon said in a statement to Cord Cutters News when this feature first rolled out.

Here is our review of the Fire TV Stick 4K Max:

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