Looking to increase monetization on its flagship Kindle Fire tablets which Amazon sells at a loss, the company will start to serve ads on the device welcome screen. The company is reportedly requiring advertisers spend a minimum of $600,000 to receive placement in this “prime” location (pun intended). Each campaign would run for two months depending on the amount spent could include Amazon’s “Special Offers” inventory or even be featured in its PR initiatives. This new ad placement comes on top of the “sponsored screensavers” which already appear as the devices are shut down. The response from agencies appears to be lukewarm at this stage, with execs citing lack of transparency on the reach of the ads and the potential for consumer dissent. [Source Adage]