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TechRadar
TechRadar
Rowan Davies

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

Amazon
Alexa on a Fire TV in 2025.
  • A full-screen Fire TV pop-up ad has been spotted during start-up, which you have to dismiss
  • manually
  • It's currently promoting the new Fire TV mobile app redesign
  • Amazon could use this as an opportunity to sell to third-party advertisers

The odd ad crops up across Fire TVs devices now and then, and users have pretty much got used to them, but now full-screen pop-ups have started to appear during the start-up process.

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