Extra, Extra Read All About It
Accessibility features are only helpful if people actually know they exist, and can find them when they need them. Amazon just put that idea front and center with a new Fire TV campaign that spotlights built-in accessibility in a way that’s easy to watch, share, and understand.
Amazon’s New “Built For How To Watch” Campaign
Amazon’s Devices team has launched “Built For How To Watch,” a Fire TV creative accessibility campaign featuring five short videos that demonstrate key accessibility features, plus a main campaign video, so more people can discover (and use) what’s already built into Fire TV.
The Campaign In One Minute
Amazon’s Devices Organization (which works at the intersection of brand and accessibility / disability inclusion and representation) reached out to share a creative accessibility campaign Amazon launched for Fire TV: “Built For How To Watch.” The stated goal is straightforward and important: help customers better understand Fire TV’s built-in accessibility features, features used by customers with and without disabilities.
Here’s where you can find the main campaign placement:
Fire TV Storefront (Main Video): https://amazon.com/firetv
And here are links to the five videos published on the Fire TV YouTube Channel:
- Anthem (Long Form): https://www.youtube.com/watch?v=hgoL_0AGf3M.
- Anthem With Audio Description (Long Form): https://www.youtube.com/watch?v=V-ce7kZqDJc.
- Text Banner: https://www.youtube.com/watch?v=Sen4gLYXbB0.
- Dual Audio (Tip: Listen with headphones to get the audio effect of mono to stereo): https://www.youtube.com/watch?v=pBlHTVIMo0E.
- Dialogue Boost: https://www.youtube.com/watch?v=vzSU6vMqWjg.
If you only take one action after reading this, bookmark those links and share them with anyone who uses Fire TV (or supports someone who does).
Why This Is Worth Your Attention
I’m going to say the quiet part out loud: for many people, “accessibility” still lives in the shadows, buried in settings menus, explained poorly (if at all), and treated like a niche feature instead of a mainstream necessity.
This campaign does something refreshingly practical: it puts accessibility in the same storytelling frame as every other “feature people should know about.” Not a lecture. Not a footnote. Just: here’s how it works and why you might use it.
And that matters, because discovery is half the battle.
Feature Spotlight: Text Banner (Simplify The Screen, Simplify The Experience)
Text Banner is described as a feature that gathers all on-screen text into one customizable location, making it simpler to browse and navigate menus.
Amazon’s framing here is important: it explicitly calls out that Text Banner is especially helpful for viewers with a narrow field of vision, but also notes that anyone who prefers a cleaner, more organized viewing experience may appreciate it.
Availability:
Available on all Fire TVs, including Fire TV Sticks,
Video link again (because this one will be immediately useful to many of you):
Text Banner Video: https://www.youtube.com/watch?v=Sen4gLYXbB0.
Feature Spotlight: Dual Audio (A Shared Viewing Experience Without Compromise)
Dual Audio is positioned as a “watch together” solution: it lets viewers stream sound to their hearing aids while others listen through the TV’s built-in speakers. The key benefit is that each person controls their own volume, which Amazon describes as enabling a truly shared experience “without compromise.”
Availability:
Available on Fire TV Omni Mini-LED Series TVs.
And don’t miss the viewing tip from the note included with the video:
Tip: listen with headphones to get the audio effect of mono to stereo.
Video link: https://www.youtube.com/watch?v=pBlHTVIMo0E.
This is exactly the kind of feature that can sound “nice” in a bullet list, but becomes obvious and compelling when you see (and hear) it demonstrated.
Feature Spotlight: Dialogue Boost (When The Dialogue Keeps Getting Swallowed)
Dialogue Boost is described as enhancing voices while lowering background music and sound effects, so dialogue is easier to hear.
Amazon’s examples are relatable for just about everyone: whispered conversations in thrillers, quick-witted banter, fast dialogue you don’t want to rewind three times. The point is simple: if your ears (or your environment) make speech clarity harder, Dialogue Boost is designed to help you catch the words without turning the whole room into a speaker cabinet.
Availability:
Available on Fire TV Sticks and Fire TV Smart TVs.
Video link: https://www.youtube.com/watch?v=vzSU6vMqWjg
Audio Description, represented explicitly (and that’s not nothing).
One of the most meaningful “tells” in this campaign is that Amazon didn’t just make a single long-form anthem video, they also published an “Anthem with audio description (long form).”
That decision does two things at once:
- It demonstrates audio description as a normal part of the viewing experience.
- It signals that accessibility isn’t an afterthought for this creative, it’s part of the package.
Links:
- Anthem (long form): https://www.youtube.com/watch?v=hgoL_0AGf3M.
- Anthem with audio description (long form): https://www.youtube.com/watch?v=V-ce7kZqDJc.
Bonus Technical Note: Audio Streaming For Hearing Aids (ASHA) Support
Beyond the campaign videos, the team also included a specific accessibility capability worth calling out plainly:
Fire TV supports Audio Streaming for Hearing Aids (ASHA), which sends TV audio directly into a customer’s hearing aids.
Compatibility Details:
Supported hearing devices include compatible Starkey hearing aids, Widex hearing aids, and Cochlear hearing devices.
Supported Fire TV devices include:
- Fire TV Cube (2nd Generation)
- Fire TV Cube (3rd Generation)
- Fire TV Omni Mini-LED Series
- Fire TV Omni QLED Series
- Fire TV Omni Series
- Fire TV 4-Series
- Fire TV 2-Series
This kind of specificity is helpful because it sets expectations: accessibility isn’t always “one feature, everywhere, for everyone.” Often, it’s feature + device model + compatible hardware. Which leads us to the tradeoffs.
A Limitation Worth Stating Clearly (Device-Specific Availability Is Real)
If you’ve read this far and thought, “Great, so I’ll turn all of this on tonight,” here’s the practical constraint: some of these features are device-model dependent, and at least one relies on compatible hearing devices.
For Example:
- Text Banner is described as available on all Fire TVs (including sticks).
- Dual Audio is described as available on Fire TV Omni Mini-LED Series TVs.
- Dialogue Boost is described as available on Fire TV Sticks and Fire TV Smart TVs.
- ASHA support is described for specific Fire TV models and compatible hearing devices.
That’s not a criticism, it’s just reality. The “win” here is that Amazon is telling you what’s what, and showing several features in action so you can quickly identify what applies to your setup.
Where To Enable These Settings
Settings > Accessibility
If you support users (family, clients, students, coworkers), that path is worth memorizing. And if you’re the one who needs the features, don’t wait until you’re frustrated mid-show, browse the Accessibility menu once when you have time, so it’s familiar when you don’t.
What’s Next (And Why You May Want To Pay Attention)
The Team at Amazon also shared that they are planning a video storytelling series this year, spotlighting “natural tech enthusiasts” who already use Amazon devices, specifically naming Echo/Alexa devices, Fire TV, Kindle, and Fire tablets.
If you know someone who fits that description, this is one of those “representation meets reality” opportunities: real users, real use-cases, real reasons these features matter.
Who This Affects
- Blind and low-vision viewers who benefit from streamlined navigation and clearer on-screen text presentation.
- Deaf and hard-of-hearing viewers, and especially hearing aid users, who may benefit from features like Dual Audio and ASHA streaming support.
- Families, roommates, and shared living spaces where one person’s best listening setup isn’t the same as everyone else’s.
- Access technology professionals who recommend devices and settings, and need reliable, sharable “show, don’t tell” explainers.
- Anyone who has ever struggled to hear dialogue (which is… most people, at some point).
Why It Matters
A campaign like this lowers the “activation energy” for accessibility. It’s easier to try a feature when you’ve seen it demonstrated, you know where to find it, and you understand who it’s for.
How It Can Change Decisions
- If you’re choosing a streaming device or TV: this gives you concrete feature vocabulary to ask better questions.
- If you’re supporting someone: you now have direct links you can share instead of trying to explain features over the phone.
- If you’re a vendor, trainer, or educator: this is ready-made reference material that shows accessibility as a standard product capability, not a special request.
Final Thoughts
Amazon’s “Built for how to watch” campaign is a practical accessibility win: five short videos + long-form creative (with an audio-described version) + clear explanations of what the features do, where to find them, and, crucially, what hardware they apply to.
If you use Fire TV (or help someone who does), start with the links above, then head to Settings > Accessibility and make the experience fit how you watch.
” The greatest barrier to acessibility is indifference. “
Aaron Di Blasi, PMP
Engineer, Educator, Advocate, Publisher and Journalist, President & Sr. PMP, Mind Vault Solutions, Ltd., PR Director: AT-Newswire, Publisher: AI-Weekly, Top Tech Tidbits, Access Information News, Title II Today
Mind Vault Solutions, Ltd.
President, Sr. Project Management Professional (2006 — Present)
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