Amazon to Allow Kindle Fire HD Users to Opt Out of Ads for $15

Following a bit of mild backlash on the Internet, Amazon over the weekend decided it was best to give potential Kindle Fire HD customers a way to opt out of receiving so-called "special offers." For a one-time payment of $15, Kindle Fire HD owners can ensure they'll never again see an ad on their lock screen.

"With Kindle Fire HD there will be a special offers opt-out option for $15. We know from our Kindle reader line that customers love our special offers and very few people choose to opt out. We're happy to offer customers the choice," Amazon said in a statement.

Kindle Fire HD

If you already ordered a Kindle Fire HD and don't want to see ads on the lock screen, don't fret, this opt-out policy applies to you. Once you receive and register your device, you can pay the one-time fee by heading to the "Manage Your Kindle" section, Amazon says.

Like some existing Kindle tablets, Kindle Fire HD models by default will come with special offers that appear on the lock screen. They're essentially ads, albeit in the form of money saving offers, and it's one of the ways Amazon is able to keep the price of the hardware so low.