Monday, June 22nd, 2026 – 3:00 am

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Smart TV home screens were the talk of the town in Denver during the StreamTV Show last week. Amazon is trying to continue that conversation on the southern shores of France, where the Cannes Lions Festival is taking place this week. AdExchanger is on the ground (or, erm, beach).

Amazon is making a splash by touting recent Fire TV interface upgrades designed to help viewers find relevant content more easily, including when they are watching the 2026 FIFA World Cup, now underway until July 19. The upgrades, paired with the rising popularity of home screen advertising, is driving more buy-in for Fire TV home screen space, according to Amazon.

Fire TV is home to a “World Cup hub [with] all of the content you might want to watch, from the games to the highlights,” Charlotte Maines, VP of devices content and advertising, told AdExchanger ahead of Cannes. The hub has custom channels with expert commentary from “The Athletic” and ways for users to ask Alexa questions about the tournament, such as, “What are the chances the U.S. is going to make it to the knockout round?” Fire TV Channels World Cup sponsors include Credit Karma, Xfinity and Haleon (owner of Advil and Tums).