Amazon’s Fire TV improves accessibility for customers with disabilities

Amazon’s device packaging, accessibility, and customer support teams collaborated to develop these tactile QR codes after identifying a need while working directly with blind and low-vision customers and employees. The teams used feedback from the user studies about packaging preferences, and ultimately applied those insights to develop the final product. These new tactile-marked QR codes are included in a growing number of Amazon device packages now, including the Fire TV Omni Mini-LED Series, Fire TV Soundbar Plus Series, Fire TV Soundbar, Echo Show 15, Echo Show 21, Echo Spot, Kindle Paperwhite, Kindle Colorsoft, and Kindle Scribe, and will be coming to more product packaging from Fire TV, Fire Tablets, Kindle, and Echo soon. To use these QR codes, customers can feel for the tactile, raised UV dots on the back of a device’s Quick Start Guide and scan the QR code with a smart phone camera to be directed to the product’s enhanced digital Quick Start Guide on Amazon.com.