A significant update is coming to Amazon’s Fire TV devices with the company launching full-screen adverts on the devices which you can only stop by acting fast.
Some users have already had their TVs taken over by these commercials which automatically start playing as soon as the device is turned on – even if it is just from standby.
The update was first spotted by CordCutterNews and applies to all devices made after 2016, but is being rolled out slowly on Sticks, Cubes and own brand Fire TVs.
One commenter online called it: ‘One of the worst things Amazon has ever done to any of their devices.’
Ads can be stopped by reacting quickly and pressing the home button on your remote within a few seconds – otherwise the advert will play out. They are usually promoting a new series or film.
A significant update is coming to Amazon’s Fire TV devices with the company launching full-screen adverts on the devices which you can only stop by acting fast
The update is being rolled out slowly on Sticks, Cubes and own brand Fire TVs – and is expected to be on all devices after a few months
Demonstrating the update to the Amazon Echo subreddit, one user said: ‘This behavior occurs every time I turn on the TV from any source. Voice, Fire remote, or FireTV app… immediate ads… Unacceptable.’
Another person commented saying: ‘Well, Amazon wont be getting my dollar for a Fire TV ever.’
However, the same Reddit thread also gave rise to an apparent solution which was not just to have your home button at the ready when you turn on the TV.
Multiple respondents claimed that ‘disabling auto play (video and sound) as well as personalised ads’ did the trick.
‘We’re always working to make the Fire TV experience better for customers and have updated one of the prominent placements in the UI to play a short content preview if no other action is taken by a customer upon 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 content they’ll want to watch.’
MailOnline have approached Amazon for any further comment.
It is thought the rollout will continue over the coming weeks and months.
Amazon hinted at a change like this in November, when Director of Fire TV Advertising, Monetization and Engagement at Amazon, Charlotte Maines, said that adverts are here to stay and that users could see more of them in the future.
Another way which the firm plans to introduce new methods of advertising is through targeted commercials from the company’s Alexa devices.
For example, if you ask for it to play Game Of Thrones, it might recommend other shows featuring Emilia Clarke.
