A new full screen Fire TV ad won’t go away until you press this button

When Amazon launched its new Fire TV user interface earlier this year, I was pretty impressed. It looks great, feels snappy, and I really like that you can now pin up to 20 apps to the home screen — a huge improvement over the previous limit of just six. But if there’s one thing that still bothers me, it’s that Amazon (unsurprisingly) didn’t do anything to reduce the constant stream of ads and recommendations the interface throws at you.