You can limit some data collection on a Fire TV Stick in Settings > Preferences > Privacy Settings. The controls for Device Usage Data, Collect App Usage Data, and Interest-based Ads cover different things; none disables every kind of Amazon or app data collection. Review the privacy settings inside each streaming app or Amazon service as well.
Open Fire TV’s privacy settings
- On your Fire TV Stick, open Settings.
- Select Preferences, then Privacy Settings.
- Review the separate controls for Device Usage Data, Collect App Usage Data, and Interest-based Ads.
Amazon says these settings are device-specific. Menu labels can vary as Fire TV software changes, so use the setting names as navigation targets if your menus differ. Amazon says certain Fire TV smart TVs may also expose privacy settings through the account path Privacy Settings > Amazon Devices Privacy; that account option is not stated to apply to every Fire TV Stick. Amazon’s Fire TV privacy FAQ describes the controls and their limits.
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What each privacy control changes
| Setting | What Amazon says it covers | What it does not cover |
|---|---|---|
| Device Usage Data | Operating-system-collected information about device use that Amazon processes for marketing and product and feature improvement. | Data needed to deliver device features, other data used for interest-based ads, and data related to Amazon services such as Prime Video. |
| Collect App Usage Data | Amazon’s collection of information about opening and closing third-party apps and how long they are used on Fire TV Products. | Each third-party app’s own collection or privacy practices. |
| Interest-based Ads | Apps’ use of the device advertising ID to build advertising profiles or target interest-based ads on the device. | All advertising, all tracking, or data collection that does not rely on that advertising ID. |
Turn off Device Usage Data
In Settings > Preferences > Privacy Settings, select Device Usage Data and turn it off. Amazon says this opts out of processing personal data about device use collected by the operating system for marketing and product improvement.
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Amazon says it will continue to collect and process information needed to provide device features, including Parental Controls and the Recents row. The switch does not determine whether marketing offers appear; Amazon says offers may simply 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.
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Turn off Collect App Usage Data
Go to Settings > Preferences > Privacy Settings > Collect App Usage Data and turn the setting off. Amazon describes this as an opt-out from its collection of information about when third-party apps are opened or closed and how long they are used.
This is a separate control from Device Usage Data. It does not describe or disable the information that an app itself may collect while you use it; check that app’s own settings and privacy notice.
Rank #2
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- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- All your apps in one place – Prime Video, Netflix, YouTube, Disney+, Apple TV, HBO Max, Hulu, Peacock, Paramount+, and thousands more. It’s easy to find what to watch from hundreds of thousands of movies and TV episodes, including free, ad-supported content. Subscription fees may apply.
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Limit use of the advertising ID
Go to Settings > Preferences > Privacy Settings > Interest-based Ads and turn the setting off. Amazon describes the advertising ID as 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 profiles for advertising or target interest-based ads on the device.
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Turning this off is not the same as removing ads or preventing all tracking. It applies to use of the device advertising ID as Amazon describes it, not every possible data source or advertising method.
Rank #3
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Elevate your entertainment experience with a powerful processor for lightning-fast app starts and fluid navigation.
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- Enjoy the show in 4K Ultra HD, with support for Dolby Vision, HDR10+, and immersive Dolby Atmos audio.
- Fire TV Ambient Experience lets you display over 2,000 pieces of museum-quality art and photography.
Check privacy settings in each app and service
Fire TV’s device controls are not a universal privacy switch for everything you watch. Amazon recommends reviewing the settings and privacy information for each Amazon service you use, such as Prime Video. For third-party apps, consult the app’s settings and privacy notice or contact its provider; the available controls and data practices vary by service.
Alexa advertising preferences are separate, too. Amazon says the Alexa setting for opting out of interest-based ads delivered by Amazon on Alexa does not apply to ads Amazon delivers in other apps or services, including Fire TV—even when you use Alexa to interact with them. Use Fire TV’s advertising setting for Fire TV and review Alexa’s controls separately. Amazon’s Alexa FAQ explains that distinction.
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- Essential 4K streaming – Get everything you need to stream in brilliant 4K Ultra HD with High Dynamic Range 10+ (HDR10+).
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Make your TV even smarter – Fire TV gives you instant access to a world of content, tailor-made recommendations, and Alexa, all backed by fast performance.
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