Amazon's (AMZN) Kindle Fire launched Sept.6, appears to be making news for more wrong reasons than right. After news of the device lacking FCC approval for sale hit anxious customers and industry watchers Friday, the company seems to offer interested parties some respite as it appears to have reversed policy on the forced ads featured in the Kindle Fire HD integrated lock screen.

The company confirmed Sept.8 that users can opt-out of onscreen ads for a $15 payment, PC Magazine reported.

In a statement to PC Magazine, a company spokesperson noted: "with Kindle Fire HD there will be a special offers opt-out option for $15.  We know from our Kindle reader line that customers love our special offers and very few people choose to opt out.  We're happy to offer customers the choice."

Though it is not certain when the company will receive the FCC approval for the device, it is already lined-up for pre-orders.

The advertizing opt-out helps the device to compete with Google Nexus 7, another 7-inch tablet that is priced at $199. The two tablets differ widely in that Kindle Fire allows device owners to consume Amazon's library of content including App store, Nexus 7 is more focused towards Google mobile services and apps found in Google Play.

Amazon's Kindle Fire HD is launched in three models: a 7-inch version for $199, an 8.9-inch model for $299 and an 8.9-inch tablet with 4G LTE for $499. All three models show ads on their lock screen and at the bottom of the home screen for books, movies, TV shows and Amazon products. Apparently, the ads space was implemented by the company to keep the retail costs low, The Verge noted.

The extra fee for ads opt-out may find a few takers who are concerned about intrusive ads, the company noted.

Meanwhile, the Amazon (AMZN) scrip continued to surge ahead and closed Sept.7 at $259.14, up $7.76 and 3.09% higher than the previous close.