It’s not new, Amazon just changed their policy allowing ads for non-media. The Fire devices have always been primarily vehicles for ads; they take up the entire lockscreen on the Kindle reader and Fire tablets. On Fire TV, the top 40-ish% of the screen is a giant ad, then you get a tiny carousel of recommendations, then another thinner banner ad, then “your” content like queue and watchlist.
It’s not new, Amazon just changed their policy allowing ads for non-media. The Fire devices have always been primarily vehicles for ads; they take up the entire lockscreen on the Kindle reader and Fire tablets. On Fire TV, the top 40-ish% of the screen is a giant ad, then you get a tiny carousel of recommendations, then another thinner banner ad, then “your” content like queue and watchlist.