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Amazon is now automatically playing fullscreen video ads on Fire TV
(9to5google.com)
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Are you the OP in that post? This screen comes up when you add an Apple ID. I recently signed out of my Apple TV and got the same screen. I used the physical remote and entered my credentials. I didn’t need to use my phone, even though that was an option. Maybe this was an issue with iOS 16 as the post is a year old.