Amazon Echo Show Users Revolt Against Aggressive Advertising, Cite Returns

Echo Show Users Revolt Against Aggressive Advertising

Amazon's popular Echo Show smart displays are becoming a source of immense frustration for customers, as a recent surge in intrusive advertising has driven many to consider returning their devices. What was once a convenient voice assistant with a visual interface is increasingly being perceived as a digital billboard, a sentiment echoed by users who jokingly lament that Alexa has morphed from assistant to salesperson.

While Amazon previously integrated occasional ads into specific features, a recent software update has dramatically escalated their presence and obtrusiveness. These advertisements, often spanning the entire screen, now overshadow the device's core functionality and, frustratingly, promote services that are not yet available, such as the forthcoming AI-powered Alexa+ assistant. This relentless bombardment has led some users to simply disable their screens or opt for outright returns. "It's reaching absurd levels. I'll be throwing this thing out soon and going back to Google," lamented one disgruntled Reddit user.

The Advertising Invasion Unveiled

Tech journalist Pattylison Tougie from The Verge first observed the full-scale advertising onslaught at the beginning of last week. What's particularly galling is that these ads even intrude upon the photo viewing mode, showcasing products like diet chips, herbal supplements, and picture frames. The most irksome aspect, however, is the inability to disable these advertisements from appearing on the main screen. Amazon's official stance, as communicated to Ars Technica, attempts to reframe the issue: "Advertising is a small part of the user experience that helps customers discover new content and products that might interest them. If you don't like an offer, you can swipe it away and move to the next. You can also leave feedback." However, this statement fails to address the core complaint: the sheer volume and disruptive nature of the ads.

Amazon has declined to officially confirm whether they have increased ad frequency on Echo Show devices, but given the widespread user outcry, the answer appears self-evident. The Amazon Devices division, historically a non-profit-generating segment, is clearly seeking new revenue streams. This intensified push for advertising, particularly the introduction of the main screen as a prime advertising real estate in July, underscores this strategy.

Amazon's Strategic Shift and User Backlash

The implications of this aggressive advertising strategy are far-reaching. Amazon has already signaled its intent to further monetize its AI assistant by planning to integrate advertisements into conversations with Alexa+. The company's rationale for the screen-filling ads seems to be tied to user proximity. When a user is further than 1.2 meters from the device, ads occupy the full screen, interspersed with weather and news updates. When closer, ads appear as the first card on the home screen. This dynamic approach, while perhaps intended to be less intrusive at close range, still fundamentally alters the user experience.

Panos Panay, head of Amazon Devices and Services, previously acknowledged some "accidental" ad placements within Alexa's interactions and pledged to "continue to improve the user experience" based on customer feedback. Yet, the current situation suggests a significant departure from that promise. Following the recent unveiling of new devices, analysts noted that Alexa's long-term viability hinges on users' willingness to embrace more expensive hardware. It now appears that a tolerance for pervasive advertising is an additional, and perhaps unwelcome, prerequisite for owning Amazon's smart devices.