What Amazon didn't tell us: its Kindle Fire tablets are ad-supported

What Amazon didn't tell us: its Kindle Fire tablets are ad-supportedAmazon has caused quite a stir with its expanded line of Kindle Fire tablets. The base 7-incher, for instance, delivers a much improved spec over the current model yet somehow manages to come in significantly cheaper.

Impressive stuff considering it was already cheap to begin with. So how has Amazon done it? In a word, adverts. Whether you want them or not.

Just like the bottom-end Kindle e-reader, all three new Amazon tablets – the Kindle Fire, the Kindle Fire HD 7 and the Kindle Fire HD 8.9 – will use the lock screen as a direct portal to bombard you with the online retailer's Special Offers promotions and other advertising content.

That shouldn't necessarily be a deal-breaker, though. Pretty much all of Google's online apps and services already do the same thing – albeit more subtly than is likely to be the case on the Kindle Fire.

And if it means Amazon can price its entry-level tablet at a ridiculously low £129, we suspect most people will accept the trade-off, albeit with a bit of grumbling out of principle.

Unlike with the Kindle e-reader, however, there's no pricier ad-free option available, and you can't opt out by paying a fee either.

But does it really matter? Does it really compromise your ability to use the Kindle Fire to its full potential, or is it simply the cost of doing business? What do you think?

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6 comments

JanSt / MOD  Sep. 7, 2012 at 10:12

It's le rubbishe, as the French say.
I don't want it. The moment I saw Amazon's T&C's for my BH's DX, I deregistered....

matt101101 / MOD  Sep. 7, 2012 at 13:15

Amazon can do one, as the French don't say. No way would I pay for something (the tablet) and still have to put up with adverts, that's the worst of both worlds.

I also question Amazon's claims about how powerful the processor in the KF is. It's the same chip, at the same clock speed that the Galaxy Nexus has and that's less powerful than an S2, yet a Tegra 3 is (in reality) faster than the chip in the S2. So I don't know how relevant the one thing that the TI chip does better than the Tegra 3 really is (I'd guess not very).

Pondlife  Sep. 7, 2012 at 20:31

It's not the worst thing they could have done, I don't often spend long looking at the lock screen, might not even get many takers for adverts on them over here.
Does seem sneaky though.
Bigger issue is that the amazon store just isn't as good and we don't get half the stuff that the yanks do anyway.

Pondlife  Sep. 9, 2012 at 09:18

Now $15 and those in the US can opt out of the advertising. Not clear if anyone outside the US was going to get them anyway.
It's made some happy, some irritated and some rant about how it should be free to opt out and how they wouldn't buy one now when they likely weren't anyway....

JanSt / MOD  Sep. 9, 2012 at 11:04

funny offtopicality:
matt/emma - I just realise that for the past 3 or 4 days matt's comments haven't shown up in my notifications. For this thread e.g I only get pondlife...

JanSt / MOD  Sep. 9, 2012 at 11:05

funny offtopicality:
matt/emma - I just realise that for the past 3 or 4 days matt's comments haven't shown up in my notifications. For this thread e.g I only get pondlife...

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