Amazon TV: ACR and ad settings
Where to find the ACR (automatic content recognition) and ad settings on Amazon TVs, grouped by software version. Each path comes from an official manual, help page or privacy notice, linked under it. Menus differ between versions, so find your model below or search for it.
On Amazon TVs, the documented ad settings change how ads are personalised; the ads themselves continue. Each section shows what's available.
Fire TV (Amazon's TVs and Fire TV models from other brands)
Models: Amazon Fire TV Omni QLED Series (2025), Amazon Fire TV 2-Series (2025)
Ads in the TV's menus: they can't be turned off; the settings below change how they're personalised.
ACR settings
- Automatic Content Recognition
Settings → Preferences → Privacy Settings → Automatic Content RecognitionTurn it off to stop ACR on content from connected devices such as cable boxes. Amazon says this doesn't change whether you see ads, though they may be more repetitive.
Documented on Amazon's US help pages only.
- Device Usage Data
Settings → Preferences → Privacy Settings → Device Usage DataTurn it off to stop this data being used for marketing and product improvement. Collection needed for device features continues.
- Collect App Usage Data
Settings → Preferences → Privacy Settings → Collect App Usage DataTurn it off to stop Amazon collecting usage data from third-party apps.
Ad settings
- Interest-based AdsAds continue, less personalised
Settings → Preferences → Privacy Settings → Interest-based AdsTurn it off and ads are no longer based on your interests. Ads continue.
Amazon's privacy FAQ covers Fire TV devices from other brands too. Same path in the UK and US.
No setting to turn them off is documented. Amazon says that with Interest-based Ads off, "You will still see ads but they will not be based on your interests."