A new Fire TV pop-up takes up your entire screen upon startup, and that could be the beginning of the end. Here’s why users think Amazon could open it up to third-party advertisers.

A full-screen Fire TV pop-up ad has been spotted during startup, which you should ignore
manually
He’s currently promoting the new redesign of the Fire TV mobile app
Amazon could take advantage of this to sell to third-party advertisers

Strange ads appear on Fire TV devices from time to time, and users have pretty much gotten used to them, but now full-screen pop-ups have started appearing during the startup process.

When users turn on their devices, one of the first things that now appears is a Fire TV system pop-up, which blocks the main home screen on Fire TVs and Fire TV Sticks. The most frustrating part is that you have to recognize it and close it manually before you can use your device.

It was first spotted by AFTVnews, who claims this is the first time Amazon has shown pop-ups that take up your entire screen. As it stands, the pop-up only shows an ad for Amazon’s Fire TV app, which received a major overhaul in February.

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A pop-up on the Fire TV home screen — (Image credit: AFTVnews)

As mentioned, Fire TV users are no strangers to ads. Ads appear on the Fire TV home screen and in standby screensavers when the device is not in use, as well as in content in ad-supported tiers for streaming services like Prime Video.

In addition to product and brand ads, Fire TV devices sometimes display pop-ups when related to the system, whether it’s notifying you of software updates or notifying you if a remote fails to pair, for example.

These types of advertisements are understandable because they give you valuable information about any changes occurring on your device. However, issuing full-screen pop-ups that you are forced to recognize might go too far for users who want to stream content and access apps without ads interrupting the experience.

This has raised concerns, particularly regarding the direction Amazon might take with this new ad format — and it could even open the door for the tech giant to start promoting products from third-party advertisers.

Is Amazon repeating history?

When it comes to highlighting new Fire TV upgrades, such as the mobile app redesign, this makes sense. Amazon has rolled out a number of upgrades to Fire TV devices so far this year, which also include a new look and new streaming channels. But how long will it take for Amazon to start blasting you with branded ads as soon as you turn on your TV?

As mentioned in the AFTVnews report, Amazon has used display formats in the past to advertise its own content and device information, then sold those placements to third-party advertisers, filling its Fire TV interface with ads promoting brands that are not related to Amazon.

While the latest Fire TV pop-up remains tied to the system for now, that doesn’t mean Amazon won’t repeat history and see it as an opportunity to generate more revenue through advertising. The last thing viewers want is to have ads blocking their home screen before they’ve even decided what they want to watch.

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