Amazon today said it will no longer require people to view ads in order to score a discount on an unlocked smartphone. As it exists now, the Amazon Prime Exclusive program offers devices at lower cost as long as owners agree to view advertisements on the lock screen. Starting February 7, Amazon will sell Prime Exclusive Phones without the lock screen ad requirement. "As smartphone technology has evolved, we also want to evolve the Prime Exclusive Phone experience to ensure customers can easily use features such as the phone’s mobile unlock technologies like facial recognition and fingerprint sensors, as well as be able to personalize device lockscreens with photos or wallpapers," said Amazon. People who own a Prime Exclusive Phone will receive an update this week that removes the lock screen ads. Moving forward, Amazon says discounted Prime Exclusive Phones will be available to customers who subscribe to Amazon Prime. Such devices will be sold unlocked. Prime Exclusive Phones will provide a single sign-on experience for Amazon services, such as Prime Video, Prime Music, Prime Photos, and more. The Amazon Widget will continue to display personalized offers and deals. As a result of this change, the individual device discounts won't be as deep. Amazon said it will increase the price of every current Prime Exclusive Phone in the portfolio by $20.


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