You can improve privacy on a Fire TV Stick by turning off three separate settings: Device Usage Data, Collect App Usage Data, and Interest-based Ads. They limit different kinds of data use; none is a universal off switch for Amazon services, third-party apps, or all advertising.
Turn off Device Usage Data
- On your Fire TV Stick, open Settings > Preferences > Privacy Settings > Device Usage Data.
- Turn off Device Usage Data.
Amazon describes this as an opt-out from processing operating-system-collected personal data about device use for marketing and product improvement. Amazon says it continues to process information needed to provide device features, including Parental Controls and the Recents row. Turning this setting off does not stop marketing offers from appearing, though they may be less relevant. It also does not control other data used for interest-based ads or data related to Amazon services such as Prime Video. Amazon’s Fire TV privacy FAQ explains these limits.
Turn off Collect App Usage Data
- Go to Settings > Preferences > Privacy Settings > Collect App Usage Data.
- Turn off Collect App Usage Data.
This setting concerns Amazon’s collection of information about when third-party apps on Fire TV are opened or closed and how long they are used. It is separate from Device Usage Data. The documented scope is Amazon’s collection of that app-use information; it does not describe or disable data collection carried out independently by each app.
Limit interest-based ads
- Go to Settings > Preferences > Privacy Settings > Interest-based Ads.
- Turn off Interest-based Ads.
Amazon says the device advertising ID is a resettable identifier made available to apps on certain Amazon devices for advertising and analytics. This setting lets you instruct apps using that ID not to use it to build advertising profiles or target interest-based ads on the device. It is not a way to remove all ads or prevent every form of tracking.
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Know what each setting covers
| Setting | What Amazon says it covers | What it does not cover |
|---|---|---|
| Device Usage Data | Operating-system-collected device-use data processed for marketing and product improvement. | Data needed for device features, other data used for interest-based ads, and Amazon service activity such as Prime Video. |
| Collect App Usage Data | Amazon’s collection of third-party app open, close, and duration information. | Each app’s own data collection and privacy practices. |
| Interest-based Ads | Apps’ use of the device advertising ID to build ad profiles or target interest-based ads on the device. | All advertising, all identifiers, or every form of tracking. |
Review privacy settings in individual apps and services
Fire TV’s device-level switches do not cover every service you use. Amazon recommends checking the settings and privacy information for each Amazon service, such as Prime Video. For a third-party app, review its settings and privacy notice or contact its provider; available controls and data practices depend on that provider.
Alexa’s advertising preferences are separate. Amazon says opting out of interest-based ads delivered by Amazon on Alexa does not apply to ads delivered by Amazon in other apps or services, including Fire TV—even when you use Alexa to interact with them. See Amazon’s Alexa privacy FAQ for the distinction.
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Check the device-specific settings
Amazon says these privacy settings are specific to each device, so review them on each Fire TV device you use. The company also documents an account route—Privacy Settings > Amazon Devices Privacy—for certain Fire TV smart TVs. That route is not established as available for every Fire TV Stick; use the on-device menu paths above if you do not see it in your account.
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Amazon’s documented paths use the labels shown above, but menu names and locations may vary as Fire TV software changes. Open Settings and look under Preferences for Privacy Settings. If the setting is not present, consult the Fire TV privacy FAQ for your device or software version rather than assuming another switch has the same effect.
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