The new Fire TV 2 is the least expensive 4K player of the big six media boxes on the market today. Now Amazon may be showing why they sell their box for just $99.

At the top of the Fire TV menu you will see ads for products from Amazon. If you click on the ad you will have an opportunity to purchase the item through your Fire TV. This move has been long rumored and is likely the first step in what will be many bringing more ads to the Fire TV and Fire Stick.

An x-ray feature was also revealed on the Fire TV that will not only show you who an actor is on the screen but will also show you want they are wearing, allowing you to quickly buy something you see in a movie that caught your eye.

Many have also wondered why Amazon has not already put more ads on the Fire TV. Amazon already has a widely popular ad supported model from the Kindle Fire on their Fire TV. A Fire TV with ads on the screen saver at a lower cost would likely help Amazon grow their market share in the living room.

The question here is where is the balance between ads to keep a price down and cluttering up the Fire TV with so many ads that it will turn off loyal supporters. Although some may not enjoy the ads and other monetization efforts from Amazon, the Kindle Fire program has proven many will pick the lower cost option when presented with an option on a higher cost ad free tablet and a lower cost ad supported one.

One can only assume a lower cost Fire TV will also become popular with Amazon’s customers.

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