- The update means that full-screen ads play as soon as you turn on the TV
- The change is expected to be fully implemented in the coming weeks and months
- Ads can only be stopped if you act quickly, usually by plugging a new movie or show
There's an important update coming for Amazon's Fire TV devices as the company launches full-screen ads on the devices that you can only stop by acting quickly.
These commercials have already taken over some users' TVs that automatically start up as soon as the device is turned on – even if it's only in standby mode.
The update was first spotted by Kurd Cutter News It applies to all devices made after 2016, but is slowly rolling out to sticks, cubes, and own-brand Fire TV devices.
One online commenter called it “one of the worst things Amazon has ever done to any of its devices.”
Ads can be stopped by reacting quickly and pressing the home button on the remote within a few seconds – otherwise the ad will be played. They are usually promoting a new series or movie.
There's an important update coming to Amazon's Fire TV devices as the company launches full-screen ads on the devices that you can only stop by acting quickly.
The update is slowly rolling out to sticks, cubes, and own-brand Fire TV devices — and is expected to be on all devices within a few months
Show update on Amazon Echo One user on the subreddit said: 'This behavior happens every time I turn on the TV from any source. Voice, Fire Remote, FireTV… Instant Ads… unacceptable.'
“Well, Amazon won't get my dollars for the Fire TV at all,” another person commented.
However, the same Reddit thread also brought up an obvious solution of not having the home button ready when you turn on the TV.
Many participants claimed that “disabling autoplay (video and audio) as well as personalized ads” did the trick.
“We're always working to make the Fire TV experience better for customers and have updated one of the prominent spots in the UI to play a short preview of the content if a customer takes no further action when turning on their Fire TV,” Amazon said in confirming the news.
“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 of the content they want to watch.”
MailOnline has contacted Amazon for any further comment.
It is believed that the offering will continue over the coming weeks and months.
Amazon hinted at a change like this in November, when Amazon's director of Fire TV Advertising, Monetization and Engagement, Charlotte Maines, said ads were here to stay and users could see more of them in the future.
Another way the company plans to introduce new methods of advertising is through targeted commercials from the company's Alexa devices.
For example, if you request to play Game Of Thrones, it may recommend other shows featuring Emilia Clarke.
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