Amazon is expanding its ad placements on Fire TV streaming devices. Currently, Fire TVs display ads on startup, the home screen, and search results, but now users will also see full-screen ads lasting 30-60 seconds before their screensaver activates.
As reported by Cord Cutters, this new pre-screensaver ad placement is part of an update to the Fire TV Ambient Experience. This feature turns TVs into Alexa-powered smart displays when idle. According to Amazon, these ads will only appear on devices that support Ambient Experience, such as Fire TV Omni QLED Series TVs and the Fire TV Stick 4K Max (2nd Generation). However, there are widespread (though unconfirmed) reports that Fire TV models made in 2016 or later may also show these ads.
Currently, this new ad feature is being rolled out exclusively in the U.S., but it’s expected that all compatible Fire TV models will eventually display these ads. The only way to prevent them is to disable the Ambient Experience, which can be done by going to “Display and Sound” in the Fire TV settings (Settings > Display and Sound > Ambient Experience).
Amazon is not the first to introduce screensaver ads—Roku TVs also display them, but they’re less noticeable. Amazon’s approach, however, is more intrusive, as the ads take over the entire screen for up to a minute.
Streaming device manufacturers are increasingly looking to boost ad revenue. Along with introducing new ad formats, they’re also phasing out ad-free subscription plans, leaving customers to deal with more ads.
If your Fire TV doesn’t support Ambient Experience, you won’t see these pre-screensaver ads. For those with Ambient Experience, disabling the feature will stop the ads, though you’ll lose access to features like customizable widgets, background audio playback, and location-based clock and weather reports.
