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Kindle Fire welcome screen ads said to be $600K a pop

Rumor has it that Amazon is toying with the idea of letting advertisers buy space on the welcome screen of its most popular tablet, but it comes with a high price tag.


For those who have $600,000 lying around, there's reportedly a new way to spend it. Amazon is said to be courting advertising agencies to buy ad placements on the Kindle Fire's welcome screen, according to Ad Age.

The $600,000 would reportedly get advertisers a two-month run-time and cover both the front-page ad and inventory from Amazon's "Special Offers," according to Ad Age. If agencies were willing to spend $1 million, they could get even more ad inventory and be part of "Amazon's public-relations push." Currently, the device costs $199.

A new version of the Kindle Fire with a larger screen is said to be in the works. However, Ad Age reports that it's unclear whether the welcome screen ads are to appear on a new Kindle Fire or the existing version.

A November 2011 Mobile Mix report by Millennial Media found that the number of ad impressions on the current Fire grew at an average daily rate of 19 percent, slightly outshining the growth of the first iPad in early 2010.

"We're not just seeing millions of impressions, we're seeing a monthly run rate of hundreds of millions of impressions," said the report on the Fire.

This could one of the reasons why Amazon is confident of its high asking price for the welcome screen ads. However, Ad Age reports that the advertising agency executives it has spoken with have been reluctant to buy in.

"It's kind of an expensive buy to not get a guaranteed audience and measurement," one executive told Ad Age. "It doesn't comply with a lot of our necessary planning rigor."

CNET contacted Amazon for comment. We'll update the story when we get more information.

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