updated 05:38 am EDT, Sun September 9, 2012
Amazon offers users opt-out option on ad-supported Kindle Fire HDs
Amazon has backtracked on its decision to include non-removable ads and special offerson the lock screen and home screen of its new Kindle Fire HD tablets. Following a negative reaction to its decision to include the ads without an opt-out option, the company has reversed course and decided to allow users to opt out of the ads for a $15 fee.
The company has used a similar strategy on its cheapest E Ink Kindle e-reader, but charged users a one-time $30 fee to remove the ads. The decision to include the ads has been has been one way in which the company has hoped to recoup the low up-front cost it sells its hardware to end-users. However, on this occasion, Amazon was hoping to keep the ads in place and neglected to mention this during its media event a few days ago.
Its business model has been to develop a forked version of the Android operating system that drops access to the Google Play store and other Google-centric apps in favour of its own Appstore and multi-media content. The ad-supported model was one way of helping to drive users to purchase content through Amazon's digital portals.
"We know from our Kindle reader line that customers love our special offers and very few people choose to opt out," reads an official statement from Amazon. "We're happy to offer customers the choice." [via TechCrunch]