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If you don’t want Amazon to know that you are the owner of this particular Fire TV Stick, then you have two basic options:

Here, you’ll be asked to enter the details of an Amazon account in order to proceed with activating the device and getting access to its feature set.

When you first turn on your Fire TV Stick, it hard-boots into a setup screen. For some, this may still seem like an invasion of privacy, but if you’re that worried about Amazon knowing what you’re doing with your device, you probably shouldn’t buy a Fire Stick at all. You can always deregister an Amazon account, which removes your account from the device altogether. That means you’re better off purchasing a used Fire Stick from somewhere like eBay or Craigslist, or just picking one up through Amazon on a second account. The first thing you need to know is this: if you buy your Fire Stick from Amazon using a standard Amazon account, it’ll likely come preloaded with your Amazon account credentials. So, if you’d like to protect your privacy while using your Fire TV Stick, you might be interested in learning how to set yours up without linking your personal Amazon account. Of course, Amazon is far from a perfect company, and plenty of people want to use the excellent interface and library of apps offered by the Fire Stick, while also avoiding further entanglement with the Bezos empire. In fact, it means that you can easily integrate your Fire TV Stick with your Amazon Prime Video account. However, because it’s part of the Amazon ecosystem, when you set up your Fire Stick, the install app insists that you provide your Amazon account information.