After a mild criticism from the online community for its earlier decision to make ads obligatory on its new Kindle Fire HD tablets, Amazon has now announced that its new tablets will display ads by default.

The new move by the bigwig online retailer implies that, rather than selling its new Kindle Fire HD tablets with the so-called “special offers” – that is, with and without ads - in different price range, the company will now allow customers to opt out of the ads, albeit for a fee.

As a result of the turnaround implied in Amazon’s Saturday announced move, the potential buyers of the Kindle Fire HD tablets will apparently have the option of ‘opt out’ of receiving the "special offers" --- however, for that, they will have to make a one-time payment of $15, which will ensure that no ad ever appears on their lock screen.

The ‘opt out’ policy will also be applicable to those customers who have already pre-ordered the Kindle Fire HD tablets. According to Amazon, these customers can make the one-time $15 payment by going to the "Manage Your Kindle" section, after they have received and registered their tablets.

About the ‘opt out’ option, Amazon said in a statement that was “happy to offer customers the choice” for $15, and also added alongside: “We know from our Kindle reader line that customers love our special offers and very few people choose to opt out.”