Amazon will allow customers to opt out of ads on its updated lineup of Kindle Fire tablets, for a price.
The offer will cost buyers $15 to avoid seeing occasional ads, said the online retailer in an announcement on Sunday after a heap of criticism online on its arrangement, which is also a factor why Amazon Kindle Fire tablet prices are at a minimum of $159 to $599.
The company attracted backlash both from critics and users who expressed their disappointment in online forums of having no opt out feature for the alleged special offers on the Kindle Fire.
Moreover, Amazon is offering Kindle e-Readers with ads at a $20 discount from ad-free versions.
“We know from our Kindle reader line that customers love our special offers and very few people choose to opt out,” Amazon said in a statement.
“We’re happy to offer customers the choice.”
Apparently unmoved by the comments, Amazon said customers will have to buy Kindle Fires at discounted prices and pay the opt-out fee for an ad-free experience on the devices’ lock screen and a few screensavers.
Last week, Amazon unveiled its upgraded lineup of Kindle Fire tablets at an event near Los Angeles and boasted the devices’ low costs compared to Apple’s popular iPad.
The prices intend to distinguish Amazon from an increasingly crowded tablet market, which includes several Android tablets and an upcoming Surface tablet from Microsoft.
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