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Amazon says: yes, you can opt out of ads on new Kindle Fire models (update 3: yes, really)

Jon Fingas, @jonfingas
September 7, 2012
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The new Kindle Fire range was barely out of the oven before Amazon drew flak for its plans to include Special Offers on the lock screen for US models. In plainer language, the tablets ship with ads built-in -- and unlike e-paper Kindles, there's no option to pay for an ad-free variant from the start. But don't cancel your pre-order just yet. Amazon's support has since confirmed to an Engadget reader that the option to remove the ads will be "announced soon." Although full details aren't forthcoming, we wouldn't be surprised if history repeats and owners have to pay a fee to cover the lost ad subsidies. You can see the relevant snippet of Amazon's response e-mail, in all its tenuous grasp of English, after the break.

[Thanks, Anonymous]

Update: Since we've posted, CNET has talked to a spokesperson who claims that there will be "no way" to remove ads. We're getting to the bottom of this, although it's clear there's at least a schism between what PR and support staff understand.

Update 2: We've gotten in touch with Amazon ourselves, and they say that there's been a mix-up in support -- there won't be any opt-out choice. Sorry, folks. If you don't like ads, you'll have to hope there's a change of heart between now and launch.

Update 3: Look at that. In the space of a day, Amazon has changed its tune and says it will let you pay $15 (post-sale) to opt out of Special Offers ads.

"Special Offers appear directly on your Kindle Fire. Offers appear on your lock screen, and you can also view offers from the Home screen by tapping Offers. By delivering these offers to your Kindle Fire, Amazon is able to sell it for a lower price.

"I understand that you would like to opt out of the special offer and willing to pay extra for opting out special offer. Options for unsubscribing special offer will be announced soon.

"To ensure the utmost attention, I've also passed your message on to the appropriate people in our company. We value customer feedback such as yours as it helps us continue to improve the service and selection we provide."

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