Published: Wed, February 07, 2018
Industry | By Dora Warner

Amazon will pull lockscreen ads from Prime Exclusive phones

Amazon will pull lockscreen ads from Prime Exclusive phones

But, hey, if you're an Amazon fanboy, you likely won't mind these one bit.

Amazon explains that the ads are being removed in order to "ensure customers can easily use features such as the phone's mobile unlock technologies like facial recognition and fingerprint sensors, as well as be able to personalize device lockscreens with photos or wallpapers". "Customers who now use a Prime Exclusive Phone will receive a free update starting this week with this change, which will remove the lockscreen offers and ads", says Amazon. Beginning Wednesday, February 7, Amazon will no longer load lock screen advertisements or offers on Prime Exclusive phones. The new rule, labeled "Lockscreen Monetization" reads, "Unless the exclusive objective of the app is that of a lockscreen, apps may not introduce ads or features that monetize the locked display of a device".

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The only downside to these reduced phones is that they come with Amazon's preinstalled apps, like Prime Video and Prime Music, as well as an Amazon Widget, which displays ads and offers. That was announced in December and since the preloaded apps on Prime Exclusive devices are distributed through Google Play, Amazon has no choice but to abide by the new rules.

Existing Prime devices should receive an update to the Amazon offers app, which will wipe the lock-screen ads.

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Amazon dropping the lock screen ads and offers, but still offering the phones for a discount is a pretty big move. Amazon is also going to keep collecting usage data, including "your devices interaction with software, applications, and services on the device", according to the updated FAQ on the matter. As a result of all this, Amazon has had to re-think its phone program. We may be provided this information directly from the device or its manufacturer. For now, this step seems like a band-aid, and Amazon will need a more permanent solution in the future.

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