A week before, Amazon introduced a Fire TV software update with some enhancements like the system keyboard that supports speech-to-text inside the app and also the new magnifier options, which make it easy for vision-impaired users to read the contents that are displayed on the screen.
But, this version 126.96.36.199 comes with an agreement of banner ads that are futile to avoid on the Fire TV home screen. If you wish to access any movies, videos, or apps through Amazon, then you will have to scroll past an advertisement along the way.
However, the major problem here is that you cannot get rid of Amazon’s ads even after paying for it.
Ads in the spotlight
In the previous version, the ads never became a hurdle while using the device as they appeared on the top of the screen. In order to view an ad, users had to simply scroll up from the current category in the reverse direction from the current menu items category. The ads were noticeable only while rolling to the Fire TV’s top navigation bar associated with a banner ad displayed above it.
On the other hand, the new version displays ads in a sophisticated manner, placing a banner ad inside each of Fire TV’s menu categories for Home, Videos, Movies, TV Shows, and Apps. Here, the ads are displayed below the first two rows of non-sponsored in each category, making it noticeable while using the navigation bar. This is the only reason you should switch to banner ads operating the Fire TV’s main menu.
One step forward…
Amazon’s enhancements to the Fire TV interface have been amazing, except new ad position. The updated version benefits the user by allowing them to create a series of the desired apps and some third-party apps, including Netflix and HBO. They have their own rows on the home screen for easy access. Instead of providing a menu section for both Photos and Music, Amazon provided proper apps to store music and Photos, thereby integrating both apps and games into one section.
However, placing the banner ads on these menus has made navigation inefficient. The major disadvantage here is that the content rows place is being filled by the banner ads, due to which users are not left with multiple viewing options from each menu category.
The Amazon Tax
These advertisements are also included in Amazon’s hardware products: Fire tablets, Kindle e-readers, and Prime Exclusive Smartphones. But, Amazon is more specific with the advertisements appearing on these devices as they promote the hardware. However, if users want to get rid of such ads, they can pay some additional amount during the purchase or at any given time.
Unfortunately, this is not the case with Fire TV as displaying ads was never expected. If the users have forcefully navigated through ads, then the company should charge less for the Fire TV with an alternative to remove ads for a one-time fee just like it does with its other devices.
If this is not possible, then Amazon should rethink on the placement of ads and come up with new ways to display both ads and contents.