One of the first things we found out about the 2012 Kindle Fire models yesterday after Jeff Bezos, Amazon’s CEO, walked off the stage, was that the new Kindle Fire and Kindle Fire HD versions will come with ads on top.
The ads – Amazon’s Special Offers – will appear on the lock screen, and users won’t be able to pay Amazon the extra buck to remove them. And while the ads aren’t exactly intrusive, and users would not mind seeing some special offers – especially the ones they’d like to take advantage of – the fact still remains that not everybody likes to be bombarded with ads.
This aren't the first Amazon-made devices to get the Special Offers treatment. Amazon has offered its customers a variety of Kindle devices that came with Special Offers on top. The devices were cheaper than the ad-free versions, and users had the option to get rid off them as long as they were willing to pay the full price for the device.
Today we learn that Amazon will offer Kindle Fire and Kindle Fire HD buyers a way to opt out of these Special Offers, and that doesn’t mean they’ll have to pay more cash to do it – or at least such a thing is not clear yet.
Here’s what Amazon customer support replied to an Engadget reader concerned about the presence of the ads:
“Special Offers appear directly on your Kindle Fire. Offers appear on your lock screen, and you can also view offers from the Home screen by tapping Offers. By delivering these offers to your Kindle Fire, Amazon is able to sell it for a lower price.
“I understand that you would like to opt out of the special offer and willing to pay extra for opting out special offer. Options for unsubscribing special offer will be announced soon.
“To ensure the utmost attention, I've also passed your message on to the appropriate people in our company. We value customer feedback such as yours as it helps us continue to improve the service and selection we provide.”
We’re definitely interested to hear how buyers will be able to escape those ads, especially if it doesn’t mean paying extra for their chosen device. After all, Amazon explained that its ads-on-tablets policy enables it to sell the new Kindle Fires for a lower price point, so the company will look for some way to make up for the revenue loss generated by a customer’s decision to opt out from the Special Offer ads.
How do you feel about ads on mobile devices?