Like most smart devices, Fire TV collects usage data to personalise recommendations and ads. Some of that is useful; some you may prefer to switch off.
Here are eight settings worth reviewing. None of them stop your apps working, and you can change them back any time.
- Most privacy options live in Settings → Preferences → Privacy Settings.
- Turn off Device Usage Data and Collect App Usage Data if you'd rather not share them.
- Turn off Interest-based Ads to stop personalised ad targeting.
- A VPN adds network-level privacy that device settings can't provide.
1–3: Privacy Settings menu
Go to Settings → Preferences → Privacy Settings.
1. Device Usage Data
Controls whether usage data is used for marketing and product improvement. Turn it off if you prefer.
2. Collect App Usage Data
Controls whether Amazon collects information about how often you use third-party apps. Turn it off if you prefer.
3. Interest-based Ads
Turning this off stops ads being personalised to your interests. You'll still see ads, just less targeted ones.
4: Data Monitoring
Settings → Preferences → Data Monitoring lets you set data alerts — useful on capped or mobile connections, and when traveling with your stick.
5: App permissions
Go to Settings → Applications → Manage Installed Applications, choose an app and review its permissions. Remove ones the app doesn't need, such as microphone or location access for apps that don't use them.
6: Alexa and voice recordings
In the Alexa app on your phone, go to More → Settings → Alexa Privacy to review and delete voice recordings, and choose how long they're kept.
7: Sponsored content and featured content
Under Settings → Preferences → Featured Content, you can turn off autoplay for video and audio previews on the home screen. It's less about privacy and more about a calmer home screen.
8: Network privacy with a VPN
Device settings control what Amazon collects. They can't stop your internet provider or a shared Wi-Fi network from seeing which services you use. A VPN encrypts that traffic.
| Setting | Protects against |
|---|---|
| Privacy Settings menu | Amazon usage data and ad targeting |
| App permissions | Over-reaching apps |
| VPN | ISP and network-level visibility |
Learn more in What is a VPN? Our app is free on Amazon, and setup takes minutes.
Keep your device secure too
Privacy and security go together. Keep your Fire TV updated (how to check), only install apps from the Appstore, and see our smart TV security tips. Families may also want to set up parental controls.
Frequently asked questions
Does Fire TV track what I watch?
Fire TV collects usage data to personalise recommendations and ads. You can limit this in Settings → Preferences → Privacy Settings.
Will turning off privacy settings break my apps?
No. Apps keep working normally. Recommendations and ads may become less personalised.
Can I stop ads on Fire TV completely?
Not entirely. Turning off Interest-based Ads makes them less targeted, but the home screen still shows ads.
Does a VPN stop Amazon tracking?
No. A VPN hides your activity from your ISP and local network, but Amazon still sees activity on your signed-in account.
How do I delete Alexa voice recordings?
In the Alexa app, go to More → Settings → Alexa Privacy → Review Voice History, where you can delete recordings.
