Amazon Introduces Ad Filter for Kindle Lockscreen to Hide Inappropriate Content After 14 Years Delay

Amazon periodically rolls out updates for its Kindle devices, usually every few months. While changelogs exist for individual models, the specifics of these updates are often vague. Recent updates, like the one to version 5.18.3, exemplify this trend, as Amazon tends to focus on broad claims such as “bug fixes” without detailing the actual changes, rendering the release notes largely uninformative.

Thanks to The eBook Reader, we learned that the latest update included a notable new feature: a setting that allows users to hide inappropriate advertisements on Kindle models that display ads on their lock screens. These ad-supported models are sold at lower prices, but for the past 14 years, users have had no control over the types of advertisements shown, many of which are tailored to individual reading habits. This has led to the unfortunate situation where readers of genres like romance or manga are often confronted with ads that they wouldn’t want friends or family to see.

Until now, the workaround was to use Kids Mode, but this new toggle offers a direct way to filter out unsuitable ads. However, it raises questions about Amazon’s decision to display such ads in the first place, especially when the company has acknowledged that users don’t want them. The priority seems to lie with ad revenue rather than user satisfaction.

While the rollout of this feature appears to be ongoing, it hasn’t shown up on all devices yet. Users have reported finding it under Settings > Your Account > Lockscreen Ads, particularly on ad-supported models. This update is a positive development, allowing users a means to control their ad experience, but it does leave one wondering about the logic behind Amazon’s ad choices.

After waiting 14 years for this toggle, it’s clear that prioritizing user needs hasn’t been at the forefront for the company. In terms of hardware, the latest Kindle offers a slight upgrade over its predecessor, boasting better contrast and quicker page turns. For those considering an upgrade, it’s a solid option, especially with the appealing new Matcha color.