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Amazon.com (NASDAQ:AMZN) will allow customers to opt out of advertisements on its new line of Kindle Fire devices for a $15 fee. The announcement comes after the company was widely criticized for giving consumers no way to avoid the special offers on the tablet. Amazon also offers Kindle e-reader devices with advertisements at a $20 discount from marketing-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.”
Customers will have to buy the tablet at the discounted price and then pay to opt out of ads, which appear on the lock screen and screensavers, according to The Wall Street Journal.
Amazon launched the new improved line of devices last week as a more potent rival to relative to Apple’s (NASDAQ:AAPL) iPad. Amazon makes little or no money on its highly discounted devices and chief executive Jeff Bezos said last week that the company may break even or lose money on their sale. However, Amazon expects to recoup the money through the sale of media and other content, including apps, e-books, and services.
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