The Firestick collects various types of data by default. Understanding and adjusting these privacy settings gives you more control over what information Amazon receives from your device.
Where to Find Privacy Settings
Go to Settings > Preferences > Privacy Settings from the Fire TV home screen.
Interest-Based Advertising
By default, Amazon uses data about your viewing habits to serve personalised advertisements within the Fire TV interface and on other Amazon properties. Go to Settings > Preferences > Privacy Settings > Interest-based Ads and disable this to stop the personalisation. You will still see ads but they will not be targeted based on your behaviour.
Collect App Usage Data
Settings > Preferences > Privacy Settings > Collect App and Over-the-Air Usage Data. This sends data to Amazon about which apps you use and how long you use them. Disabling this stops that data collection.
Location Services
The Firestick may use your approximate location (based on Wi-Fi network data) for regional content and some apps. Location settings are typically found within individual app permissions rather than a central Fire TV location toggle.
Alexa Voice History
Voice queries you make to Alexa via the remote are stored by Amazon. To review and delete these: go to amazon.co.uk/alexaprivacy (on a computer or phone), select History, and you can review and delete individual voice recordings.
Alexa Privacy on Firestick
Under Settings > Alexa on the Firestick, you can manage which Alexa features are active. Disabling some features reduces data sent to Amazon.
Managing Your Amazon Account Data
Amazon maintains a data preferences page at amazon.co.uk where you can manage your broader account data including purchase history and recommendations. Privacy settings on the Firestick affect device-level data; account-wide privacy is managed through your Amazon account.
Adjusting privacy settings on the Firestick has no effect on its core streaming functionality. You can disable all data collection settings without affecting your ability to watch content or use apps.
For more Firestick settings guidance, see our complete Firestick settings guide. For FirestickHub packages with IPTV included, see our shop page.
Frequently Asked Questions
Yes — go to Settings > Preferences > Privacy Settings to disable interest-based ads and app usage data collection.
By default, yes. You can opt out via Settings > Preferences > Privacy Settings.
Visit amazon.co.uk/alexaprivacy on a browser to review and delete voice recordings.