One of the features of the new Fire TV interface is the addition of user profiles, allowing you to customize the device for different people. One aspect of this customization is the ability to hide applications without you having to uninstall them completely, so that one user’s application does not confuse another user’s application list. When the new Fire TV interface was first introduced with the ability to hide apps, unfortunately, Amazon decided not to hide its apps. Fortunately, the recent update has changed this, and you can now hide any and all of Amazon's own apps.