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Amazon is removing the lockscreen ads from its Prime Exclusive Phones. An update will remove the ads from handsets already in the wild, while any new devices sold will be free of the lockscreen ads from day one. Unfortunately, this does mean the price of Prime Exclusive Phones may rise.
In 2016, Amazon launched its Prime Exclusive Phones program. This allowed Prime subscribers to buy selected Android handsets at a reduced price in exchange for having Amazon apps installed on the devices and ads showing on the lockscreen. However, the latter is now coming to an end.
Amazon’s Prime Exclusive Phones
Amazon launched the Prime Exclusive Phones program with just two handsets; Motorola Moto G and the BLU R1 HD. However, it has since expanded to include many more handsets, and the current lineup includes phones from Nokia, LG, and others. All of which are available at a discount.
Until now, all handsets sold through the program have been lumbered with lockscreen ads and pre-installed Amazon apps. However, while the Amazon apps — such as Prime Video and Prime Music — are staying, the lockscreen ads are disappearing from both new and old phones.
World's most valuable brand in
2007: Coca Cola
2008: Coca Cola
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Amazon explained its reasoning in a statement, saying, “As smartphone technology has evolved, we also want to evolve the Prime Exclusive Phone experience 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.”
The company insists it will still be offering a discount on the list price of handsets sold through the Prime Exclusive Phones program, but the price of the current lineup will rise by $20 to compensate for the loss of lockscreen ads. Which is understandable.
People Really Hate Seeing Ads
This seems to be an eminently sensible decision. There may be some truth to Amazon’s insistence this is being done to ensure customers can utilize new technologies. However, we suspect Amazon has discovered people simply aren’t willing to look at ads to save a few extra bucks.
Have you purchased one of Amazon’s Prime Exclusive Phones? If so, have you found the lockscreen ads to be annoying? Or a price worth paying? What do you think of Amazon’s decision to remove the ads from the lockscreen? Please let us know in the comments below!