I just got a new Fire HD 8 and I went on the Amazon chat and got them to remove the ads. They did try to charge me 15 dollars for it at first, and after I said that I had read online that it was free to remove the ads and said something about only wanting the ads off the lockscreen. The rep said she would escalate it to a supervisor and then told me that they would make a one-time exception and I got the ads disabled. A little message popped up on my tablet that confirmed the ads were gone. Thanks to everyone on this forum for this tip!