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

Date:
Fri, 29 May 2026 15:27:19 +0000

Description:
A new pop-up has appeared on Fire TV devices, and users are worried that more third-party advertisers are about to block your view.

FULL STORY ======================================================================Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter 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.

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 both Fire TVs and Fire TV Sticks. The most frustrating part is that you have to acknowledge it and close it manually before you can use your device.

It was first spotted by AFTVnews , who say this is the first time Amazon has shown pop-ups that take over your entire screen. As it stands, the pop-up is only displaying an ad for Amazons Fire TV app which received a big design overhaul back in February . Latest Videos From You may like Amazon announces
a free Fire TV upgrade and reveals a new Fire TV Stick Amazon warns Fire TV Stick HD buyers that they can't sideload apps Amazon faces class action lawsuit over allegations of 'bricking' older Fire TV Sticks (Image credit: AFTVnews) As mentioned, Fire TV users are no strangers to ads. Ads are splattered across the Fire TV home screen and in standby screensavers when
the device isn't being used, as well as in content on ad-supported tiers for streaming services like Prime Video . In addition to product and brand ads, Fire TV devices display the odd pop-up when its system-related, whether thats to notify you of software updates or inform you when its failed to pair a remote, for example.

Those types of ads are understandable, because they give you valuable information about any changes happening with your device. However, issuing full-screen pop-ups that youre forced to acknowledge could be taking it a
step too far for users who want to stream content and access apps without ads interrupting the experience.

This has sparked a concern, especially regarding the direction Amazon could take with this new advertising format and it could even open the doors for the tech giant to start promoting products from third-party advertisers. Get daily insight, inspiration and deals in your inbox Sign up for breaking news, reviews, opinion, top tech deals, and more. Contact me with news and offers from other Future brands Receive email from us on behalf of our trusted partners or sponsors By submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over. Is Amazon repeating history? When it comes to spotlighting new Fire TV upgrades like the mobile app redesign, it makes sense. Amazon has rolled out a number of upgrades to Fire TV devices this year so far, which also includes a fresh layout and new streaming channels . But how long will it take for Amazon to throw brand ads in your face as soon as you turn on your TV?

As mentioned in the AFTVnews report, Amazon has used displaying formats in
the past to advertise its own content and device-related information, and
then gone on to sell these slots to third-party advertisers, filling its Fire TV interface with ads promoting brands that arent Amazon-related.

While the latest Fire TV pop-up remains system-related for now, thats not to say Amazon wont repeat history and see this as an opportunity to generate
more revenue from advertising. The last thing viewers want is ads blocking their home screen before they've even decided what they want to watch. Follow TechRadar on Google News and add us as a preferred source to get our expert news, reviews, and opinion in your feeds. The best TVs for all budgets Our
top picks, based on real-world testing and comparisons

Read our full guide to the best TVs 1. Best overall: LG C5 2. Best under 1000: US: Hisense U8QG UK: TCL C7K 3. Best under 500: US: Roku Plus Series
UK: TCL C6K



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Link to news story: https://www.techradar.com/televisions/streaming-devices/a-new-fire-tv-pop-up-t akes-over-your-entire-screen-at-startup-and-it-could-be-the-beginning-of-the-e nd-heres-why-users-think-amazon-could-open-it-up-to-third-party-advertisers


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