Amazon flip-flops, says new Kindle Fire HDs will have ad opt-out


Amazon has changed its mind and is now saying people will have the option to turn off advertisements on the company’s new Kindle Fire HD tablets but they’d have to pay for the option.

The announcement comes less than a week after the Seattle online retailer introduced the new devices. Amazon said the opt-out option will cost $15.

“We know from our Kindle reader line that customers love our special offers and very few people choose to opt out,” Amazon spokeswoman Kinley Pearsall told the Los Angeles Times. “We’re happy to offer customers the choice.”


The Kindle Fire HDs show advertisements from Amazon when users lock the devices. That was a complaint for numerous people otherwise interested in the new Kindles as other tablets on the market let users pick their images for when they go into lock mode.

Last week, Amazon told the Los Angeles Times that there would be no opt-out option but it appears the company has succumbed to user demands.

The first of the new Kindle Fire HDs, the 7-inch model, is set to begin shipping later this week. Other models will ship in November.


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