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Repair Windows errors before they cause bigger problemsFix Now →Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →To limit the Fire TV Stick data Amazon uses for customized marketing and product improvement, open Settings > Preferences > Privacy Settings > Device Usage Data and turn it off. This does not switch off every recommendation or ad. To separately limit interest-based ads, turn off Interest-based Ads in the same Privacy Settings menu.
Turn off Device Usage Data
- From the Fire TV Stick home screen, open Settings.
- Select Preferences, then Privacy Settings.
- Select Device Usage Data and turn it off.
Amazon says this opts out of processing operating-system usage data for customized marketing offers and product improvement. The setting is device-specific. Amazon’s general Fire TV privacy FAQ does not map menu differences by Stick generation, Fire OS version, or region; if your labels differ, look for the corresponding privacy setting. Amazon’s Privacy Settings FAQs for Fire TV Products.
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Turn off interest-based ads separately
In Settings > Preferences > Privacy Settings, select Interest-based Ads and turn it off. This is a separate control from Device Usage Data: Amazon describes it as instructing apps that use the device’s resettable advertising ID not to build advertising profiles or target you with interest-based ads on the device. It is not a universal ad blocker.
Other privacy settings and what they cover
| Setting or choice | What it covers | What it does not establish |
|---|---|---|
| Device Usage Data | Fire TV operating-system usage data used for customized marketing offers and product improvement. | It does not stop all offers, ads, recommendations, or processing tied to Amazon services such as Prime Video. |
| Collect App Usage Data | Separate control for Amazon’s collection of information about opening, closing, and time spent in third-party apps. Find it under Settings > Preferences > Privacy Settings. | It is not the same as Device Usage Data or the Interest-based Ads setting. |
| Interest-based Ads | Use of the resettable advertising ID by apps for advertising and analytics; turning it off tells participating apps not to use it to build ad profiles or target you with interest-based ads on the device. | It does not remove all advertising or recommendations. |
| Content Personalization API choice | Amazon Developer describes an opt-in/out choice for sharing viewing and content information through the Content Personalization API. Amazon says opting out means the experience is not personalized through that API. | The developer documentation does not provide a consumer-facing menu path or establish a universal switch on every Fire TV Stick. Amazon Developer: Introduction to Content Personalization (last updated July 14, 2026). |
What still may appear after you change the settings
Amazon says turning off Device Usage Data does not affect features such as Parental Controls or the Recents row. You may still receive marketing offers, although they may be less relevant. Amazon also says interest-based advertising may use data other than device usage data, and processing associated with Amazon services such as Prime Video is not stopped by this setting. These controls therefore reduce particular kinds of data use; they do not guarantee that recommendations disappear or that the Fire TV experience is no longer personalized.
#1 Best Overall
- Advanced 4K streaming - Elevate your entertainment with the next generation of our best-selling 4K stick, with improved streaming performance optimized for 4K TVs.
- 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.
- Cloud gaming, no console required – Stream Call of Duty: Black Ops 7, Hogwarts Legacy, Outer Worlds 2, Ninja Gaiden 4, and hundreds of games on your Fire TV Stick 4K Select with Xbox Game Pass and Luna via cloud gaming. Xbox Game Pass subscription and compatible controller required. Each sold separately.
- Smarter picks with Alexa+ – Getting to what you love has never been easier. Press the voice remote button and talk naturally to find what to watch across your apps, manage your smart home, or dive into virtually any topic.
- Wi-Fi 6 support - Enjoy smooth 4K streaming, even when other devices are connected to your router.
The cited Amazon guidance does not establish one setting that removes every recommendation row from a Fire TV Stick. The account-level privacy management note in Amazon’s FAQ applies to certain Fire TV smart TVs and should not be assumed to apply to every Stick.
Quick Recap
Best Value
- HD streaming made simple: With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- Compact without compromises: The sleek design of Roku Streaming Stick won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- TV, simplified: With setup that only takes minutes, a simple-to-navigate Home Screen, and an uncluttered remote control that does all you need—Roku makes it easier to watch the TV you love.
Rank #4
- 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.
- All your favorite apps in one place – Experience endless entertainment with access to Prime Video, Netflix, YouTube, Disney+, Apple TV+, HBO Max, Hulu, Peacock, Paramount+, and thousands more. Easily discover what to watch from hundreds of thousands of movies and TV episodes (subscription fees may apply), including free, ad-supported content.
- Getting set up is easy – Plug in and connect to Wi-Fi for smooth streaming.
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.
- Smarter picks with Alexa+ – Getting to what you love has never been easier. Press the voice remote button and talk naturally to find what to watch across your apps, manage your smart home, or dive into virtually any topic.
- 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.
Rank #2
- Upgrade your TV, instantly – Fire TV Stick HD is our fastest HD streaming stick ever, with a streamlined navigation that jumps straight to your movies, shows, and live TV. Take your entertainment on the go with the new ultra-portable profile. And watch it all come to life with crisp Full HD and Wi-Fi 6 support.
- 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.
- Our most portable stick – Thin and light, without extra clutter. Connects directly to your TV's HDMI port without blocking other ports.
- Easier than ever to set up – Now with Direct Power, it's powered by your TV with the included USB-C cable and eliminates the need for a wall adapter.
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