Enlarge / A non-Amazon TV displaying a fire. (credit: Getty)

People who buy a Fire TV from Amazon are probably looking for a cheap and simple way to get an affordable 4K smart TV. When Amazon announced its first self-branded TVs in September 2021, it touted them as being a “great value.” But owners of the devices will soon be paying for some of those savings in the form of more prominently displayed advertisements.

Charlotte Maines, Amazon’s director of Fire TV advertising, monetization, and engagement, detailed the new types of ads that Amazon is selling on Fire TVs. In a StreamTV Insider report from November 1, Amazon said the new ads will allow advertisers to reach an average of 155 million unique monthly viewers.

Some of the changes targeting advertisers, like connecting display placement ads with specific in-stream video ads, seem harmless enough. Others could jeopardize the TV-watching experience for owners.