Today, Cord Cutters News has confirmed 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.
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.
“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.
This new update will likely impact customers who plug their Fire TV sticks directly into their TV’s USB port for power. This means every time they turn on their Fire TV, they will get a full-screen ad unless they are quick.
This update started to roll out late last week and will be slowly rolling out to more Fire TV in the weeks and months to come. Cord Cutters News has confirmed that this new ad is happening on our new Fire TV Stick 4K Max 2023.
This all comes as recently Amazon announced some Fire TV improvements including improved Alexa for your Fire TV was in the works.
Here is our review of the Fire TV Stick 4K Max:
Update: We updated this story to note that these ads will show even if your Fire TV was just asleep not just on a full reboot.