I don't know about the Fire, but when I got my Paperwhite Kindle there were two options listed, and the ad-free version was about $20 more at the time. I think it also mentioned, up front, that you can later pay up and quit getting the ads. If I could get rid of ads on certain websites by paying a few extra dollars, I might consider it. Many of us have a long history of paying extra to get commercial free TV stations. It's a fact that sponsors offset the cost of things like that.