Amazon blames the threat of malware for its decision stop releasing new Fire Rods that support sideloading Apps outside of the Amazon Appstore.
Amazon has released two Fire Stick models running its proprietary Linux-based operating system, Vega OS. Previous Fire Sticks ran Fire OS, an Android fork based on the Android Open Source Project. One of the biggest differences between Vega OS and Fire OS is that the former does not support sideloading.
This it was not surprising When Amazon released the first Vega OS based Fire Stick. Although many developers download apps for added functionality, especially from the Google Play Store, sideloading has also been largely associated with streaming piracy. especially at sporting events.
Over the years, stakeholders including the UK’s soccer channel Sky Sports, the English Premier League’s professional soccer league and the world’s largest European soccer broadcaster, DAZNBlamed Fire Sticks for a lot of streaming piracy. In May 2025, a report by media and telecommunications research firm Enders Analysis stated that Fire Sticks created a multi-billion dollar opportunity stream piracy.
Amazon is no longer producing new Fire Sticks with sideloading, which has alleviated that concern, especially since streaming service providers like Amazon have increased interest in live events to sell advertising.
In addition, running its own Fire Stick OS gives Amazon more control over the devices, including ensuring users can’t avoid ad placement on the Fire Stick software, and supports new features including Amazon subscriptions and a generative AI-based chatbot. Alexa+and managing software support.
Malware threat
However, Fire TV VP of advertising and Appstore Aidan Marcuss did not mention the direct effects of Vega OS when discussing the motivation for the new software. In a recent interview, Or Goren, editor-in-chief Cordon BustersA UK-based streaming news outlet noted the negative reaction to Vega being a closed OS. Markuss said Vega OS is Amazon’s opportunity to “innovate and deliver more capabilities on even the most expensive devices,” according to the publication.
He also said that building a platform around security and privacy “is a lot in my opinion.” The statement is somewhat ironic given that Vega OS blocks custom launchers and other third-party software that help users avoid Amazon tracking and ads.
