Users who power on their Amazon Fire TV devices now face an immediate full-screen pop-up. The advertisement promotes the company’s redesigned mobile app. Dismiss it first. Only then does the familiar interface appear. This marks a shift. Android Authority reported the change just hours after users began noticing it. The ad takes over the entire screen at boot. Previous system messages occupied similar space but served functional purposes such as alerting owners to software updates or disconnected remotes. Promotional content had stayed away from this exact moment. According to the report the pop-up directs viewers to download the Fire TV app from their smartphone’s store. Amazon recently refreshed that application. The timing feels deliberate. Yet the execution strikes many as clumsy. Forcing an ad before any content loads risks irritation over interest. But this isn’t Amazon’s first attempt at inserting video promotions into the startup sequence.…