Hold onto your remotes, Fire TV users – Amazon is serving up another helping of ads. You might be used to seeing them on startup, the home screen, and even in search results, but now the company is taking things a step further with full-screen ads appearing before your screensaver kicks in.

First spotted by Cord Cutter News, these 30-second to 1-minute ads seem to be targeting Fire TV devices manufactured in 2016 or later. In other words, if you leave your Fire TV idle for too long, be prepared for a surprise commercial before that calming nature scene screensaver appears.

Amazon confirmed to Cord Cutter News that these pre-screensaver ads are part of their evolving “Ambient Experience” for Fire TV. They’re also shoppable, which means you can potentially buy the advertised product directly from the ad itself.

Let’s face it, affordability comes at a price. With over 200 million Fire TV devices sold worldwide, Amazon keeps these devices accessible by generating revenue through various ad formats. This strategy extends to their video streaming service, Amazon Prime Video, which recently started showing ads to all subscribers unless they opt-in to a premium, ad-free tier for an additional $2.99 per month.

It’s important to note that Amazon isn’t the only player in the game. Smart TV platforms like Google TV and Roku, along with major TV manufacturers like LG and Samsung, are also incorporating ads into their user experiences. However, Amazon’s approach seems more aggressive, potentially prompting some Fire TV users to seek out ad-free alternatives.

As of today, Apple TV devices appear to be the frontrunners for those seeking a distraction-free smart TV experience. But with the ever-evolving landscape of streaming services and smart TVs, it will be interesting to see how other companies balance user experience with their need to generate revenue.

So, the next time you reach for your remote, be prepared for a potential ad ambush before you can settle into your favorite show. The good news? These pre-screensaver ads seem relatively brief. The bad news? It’s yet another reminder that in the world of streaming, nothing is truly free.