Amazon eases up on annoying Fire TV video ads


What you need to know

  • In late 2023, Amazon’s big banner ad on the home screen triggered autoplay video ads, disrupting the user experience and causing dissatisfaction.
  • A recent redesign moved ads to a smaller mini-player, reducing screen space taken up by promotions.
  • Automatic playback is also removed; ads now appear with a brief delay, making them less disruptive.

Amazon is rolling out a user-friendly redesign of Fire TV ads, making them less intrusive for viewers.

In late 2023, Amazon made a bold move by changing the Fire TV user interface. Instead of the usual navigation menu as the starting point, the platform introduced a big banner ad that takes up a lot of the home screen. Just hovering over this banner would trigger an autoplay video ad, hitting users with unsolicited content right from the start. This change really threw off the familiar user experience and left a lot of people unhappy.




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