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A user interface should be just that: an interface that fits perfectly for owners of a device. You should have enough features, settings, and dashboard items to interact with and customize, but you also don't want screens and tabs to get overwhelming. Unfortunately, being "overwhelming" is something device manufacturers aren't overly concerned with when trying to advertise a new product or service — and many Fire TV device owners are witnessing this fact firsthand. First reported by AFTVnews, it appears that Amazon is pushing new full-screen ads on Fire TV home screens that appear when turning on the device. While it's simply a suggestion to download the all-new, redesigned version of the Fire TV app, users are required to dismiss the ad to regain access to the interface. 

Occasional ads aren't new to anyone who's used a Fire TV product for even a few hours. They're a natural part of most smart TVs and streaming devices today, and this isn't even the first time Fire TV gave full-screen ads to users before they started watching anything. Full-page notifications and error messages are common, too, but these prompts are generally tied to system-level alerts that may affect overall device functionality. That's a little different than Amazon saying, "Hey, download our new app. It's bigger and better, we promise!"

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We don't want system notifications to go away. It's important to know when Bluetooth gadgets connected to your Fire Stick become unpaired, or if a new software update is available. What's freaking folks out is that Amazon didn't do that; the company just wanted to tell as many users as possible to download the latest version of the Fire TV app. It's not an urgent alert by any means, so it can easily feel like an unnecessary interruption. 

There's also the bigger concern that Amazon might be testing the waters of a new advertising strategy. If Fire TV users don't make enough of a fuss over full-screen ads, who's to say Amazon won't turn around and start selling ad drops to third-party companies? Outlets like AFTV seem to think this is inevitable, and it's getting harder to assume otherwise. Sure, there's an argument to be made that a Fire TV app ad is a system-adjacent nudge for users to switch over to Amazon's newest software. But smart TV interfaces should follow the idea of being a personal entertainment portal — not a rotating billboard.

Only time will tell if Amazon decides to keep using full-screen ads, and for what types of products and services the company will use them for. But if the squeaky wheel decides to keep quiet, it won't get the grease. In other words, users who don't say anything are just telling big tech that they're willing to tolerate these kinds of interface changes. So, squeak away — unless you want to see a two-pack of toothpaste or a fast food promotion every time you turn on your TV.