Amazon will pull lockscreen ads from Prime Exclusive phones

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ALSO: This update to an experience with no ads on the lockscreen will also apply to users that already own Prime Exclusive Phones.

Amazon has announced that, starting 7 February 2018, it will remove lock screen ads from its discounted Prime Exclusive Phone program.

Amazon Prime phones could be exempt from this policy since customers agree to the ads for a lower-priced device and they had the option of paying to turn them off.

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A Wednesday update will disable the ads, which Amazon says "allows you to personalize your Prime Exclusive Phone's lockscreen and to more easily use your phone's unlock technologies, such as facial recognition and fingerprint sensors".

Before we heap too much praise on Amazon, Google has been rumored to be planning to ban advertisements from Android lock screens. The retailer states that the change is meant to make the user experience better, by letting owners use the increasingly more prevalent fingerprint readers and unlocking features that bypass the lock screen. The update will arrive as an update to the Amazon Offers app on Google Play.

Starting tomorrow, February 7, all phones on the Amazon Prime Exclusive list will ship without lock screen ads. "With a single sign-on experience, Prime Exclusive Phones provide Prime members quick and easy access to their Prime benefits through a pre-installed selection of popular Amazon apps". These handsets are (as the name implies) only available to Amazon Prime subscribers, and they are offered at a discount compared to the normal pricing. As a result of all this, Amazon has had to re-think its phone program. The company just lost the biggest revenue stream from these devices, and we've got to believe the current prices were set with that revenue stream in mind. Will the ads pop up in other places?