You might have missed it during the official announcement, since Amazon neglected to mention it, but the new Kindle Fire lineup will include lockscreen ads to help offset those rock bottom prices they are charging for the hardware.
I’m sure many users don’t particularly care what is on their lock screen, however, there was a bit of a hue and cry from users that don’t want to see an ad for “50 Shades of Grey” bouncing around their screen every time they power their Fire on.
Well, the good news is that Amazon has confirmed in an email to one such concerned customer that you will be able to opt out of these “special offers.”
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.Customer SupportAmazon
The caveat is, of course, that it will certainly come at a price. The e-ink Kindle that allows users to pay $30 to “unsubscribe” from special offers. No word yet on whether that pricing will be the same for the Kindle Fire line.
Does this make you any more likely to pre-order, or were you not that worried about the lock screen ads to begin with? What do you think is a fair price for dispensing with the ads?
Update: CNET and now Engadget have received responses from Amazon indicating that there will be no way to disable the “Special Offers” on the Kindle Fire. It’s a surprising change from their earlier policies and I could certainly see this being a sticking point for some buyers.
Update 2: Amazon is going to need to police up their PR folk a bit as they have made what we are assuming is the final reversal on this matter. Users will be given the opportunity to opt out of the “Special Offers” and it will only set you back $15. So after all of the shenanigans I have to say Amazon came up with what seems like a very fair offer for ad averse future Kindle Fire owners.