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Amazon Adds New ‘Free’ Tab to Fire TV Navigation Menu

Stephanie Sengwe

Life just got a bit easier for Amazon Fire TV users. Amazon announced they have begun rolling out a new “Free” tab at the top navigation of the navigation menu. The new tab curates all the free apps available on the device, making it easier for users to look for content.

“Over the past year, we’ve observed a more than 500 percent increase in consumption of free ad-supported entertainment, and one of the top-requested features from Fire TV customers has been a central location to discover free content and apps,” the company said in statement.

“Fire TV provides access to over 20,000 free movies and TV shows from apps like IMDb TV, Tubi, Pluto TV and more, as well as free unlocked family content from Prime Video. With the launch of Free tab, customers now have easy access to a curated selection of thousands of free movies and TV shows, news and more.”

With the new tab, customers are able to discover new apps to try out. In addition to IMDb TV, Tubi and Pluto TV, Fire TV can also explore the likes of Twitch, Red Bull, PBS and PBS Kids, among others. The new tab also allows customers to discover a library of free content that is curated and arranged thematically.

The “Free” tab comes a month after the e-commerce giant launched an #AtHome section on the Fire TV. The feature aggregates content from a host of Amazon’s content partners and makes searching for content easier.

With films streaming early, premium content becoming available for free and many services offering extended free trials, finding content can become tasking. With #AtHome, content is organized under categories such “Stay Informed” or “New and Trending,” narrowing down the search process.

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