Amazon's crackdown on which apps can be downloaded on your Fire TVs has now reached British shores, several months after the enforcement programme launched in the United States last October.
This enforcement is aimed squarely at illegal and sideloaded apps, long used to bypass official app stores and access unlicensed content. Until now, such apps have been able to make their way onto Fire TVs and Fire TV Sticks via third-party marketplaces outside of the official Amazon Appstore.
Sideloading apps can be seen as tempting because you can install apps that are not available in a specific geographic region or even watch copyrighted material at a fraction of the normal streaming subscription costs.
As a result of Amazon now combating this across the UK, users are finding their sideloaded apps blocked when they attempt to open them on their Fire TVs. Instead of the usual interface, a message appears stating the application "has been disabled because it has been identified as using or providing access to unlicensed content."
This enforcement is aimed squarely at illegal and sideloaded apps, long used to bypass official app stores and access unlicensed content.
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The rollout appears to be happening gradually rather than all at once. Some users have reported seeing blocked apps over recent weeks, while others have noticed no changes yet. The variation appears to depend on your specific Fire TV model, which applications you have installed, and which versions are running.
To identify which apps to block, Amazon has partnered with the Alliance for Creativity and Entertainment, a coalition comprising more than 50 major entertainment firms, including Netflix, Disney, Sky, the Premier League, and Warner Bros.
Through a "trusted notifier" arrangement, ACE supplies Amazon with intelligence about illegal streaming applications, which Amazon then prevents from functioning on Fire TV devices.
Amazon explains why they've decided to block the ability to sideload apps across its TVs on the US version of their support page: "To protect both customers and content creators, Fire TV disables apps that are identified as using or providing access to unlicensed content. We encourage you to explore the wide range of content options available through the Amazon Appstore.
"We have a thorough review process that identifies apps that use or provide access to unlicensed content. When an app is identified as using or providing access to unlicensed content, we inform you and provide the option to uninstall. For app-related refunds, please contact the app developer directly.
"We can’t make exceptions as these measures protect all customers and content creators. Our device protections help safeguard you from risks associated with unlicensed content."
To identify which apps to block, Amazon has partnered with the Alliance for Creativity and Entertainment, a coalition comprising more than 50 major entertainment firms, including Netflix, Disney, Sky, the Premier League, and Warner Bros
|When you attempt to launch a blacklisted application, your screen displays a full-screen warning explaining why access has been denied. You are presented with just two choices — dismiss the notification without running the app, or remove it from your device entirely.
There is no option to bypass the restriction and continue using the application regardless. Once Amazon has flagged something, it simply will not function on your Fire TV anymore.
In the UK, the blocking currently occurs when you try to open an app rather than during installation. This means you can still download these apps from third-party sources, but they become useless the moment you attempt to use them.
Outside of the UK, Amazon has begun preventing installation altogether, stopping blacklisted apps before they even reach your device.
Amazon has framed these measures as safeguarding "both customers and content creators." The company states it employs "a thorough review process" to identify applications providing unlicensed material, though specifics beyond the ACE partnership remain unclear.
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If you believe your application has been incorrectly targeted, the online retailer won't be making any changes. Amazon has said, "We can't make exceptions as these measures protect all customers and content creators."
This collaboration comes after significant pressure from broadcasters to crack down on sideloaded apps across all Fire TV devices, like its Fire TV Sticks. In February 2025, Sky's chief operating officer Nick Herm publicly stated that Fire TV Sticks were responsible for "probably about half of the piracy" of Premier League football in Britain. He called on Amazon to implement controls over sideloaded applications.
When you attempt to launch a blacklisted application, your screen displays a full-screen warning explaining why access has been denied
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Fire TV Sticks, built and distributed by Amazon, are an incredibly popular and affordable way to bring games and streaming services like Disney+, Netflix, Prime Video, BBC iPlayer, and ITVX to any television with an HDMI port. The lightweight hardware supports chatty AI assistant Alexa, which can control smart lighting, internet-connected thermostats, Ring video doorbells, and other smart home devices.
These low-cost devices have become a popular option with criminals, who "jailbreak" the Fire TV Stick to install apps that aren't sanctioned by Amazon in its own App Store to offer a painless way to watch copyrighted material at a fraction of the cost.
Modified Fire TV Sticks — often referred to as “fully loaded” Firesticks or "dodgy" Firesticks — can be used to access live Premier League streams, the latest Hollywood blockbusters, and exclusive series from HBO, Netflix, and Disney+, to name just a few.
In the last few months, police have warned Britons about the improper use of Amazon's devices.
If you stream the latest must-binge boxsets, sports fixtures, and blockbusters on a so-called "dodgy" Fire TV Stick, you could receive a text message or email from piracy watchdog FACT.
The message, which has already been sent to over 1,000 people in the UK, warns that you should "immediately cease using illegal TV streaming services or face the risk of prosecution." Anyone who accesses illegal TV streaming services is potentially liable to prosecution for criminal offences, including under Section 11 of the Fraud Act 2006.
This law permits an unlimited fine and prison sentence of up to five years for those who are found guilty of “obtaining services dishonestly”.
Amazon recently released a new Fire TV Stick 4K Select, making illegal IPTV streaming very difficult
| AMAZON PRESS OFFICEShould you have purchased your Fire TV specifically for running these sideloaded apps, refunds are available only within the standard return window. For subscriptions to third-party apps, Amazon directs you to contact the developer directly.
The company alsopoints users towards the Amazon Appstore as an alternative, emphasising its "wide variety of apps, including free options."
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