Amazon’s Prime Exclusive Phone program was launched in 2016. The company started offering handsets at a slightly discounted price to Amazon Prime members as long as they put up with ads on the lockscreen. It decided to change a fundamental aspect of this program a couple of months ago by removing lockscreen ads from the Prime Exclusive lineup. It continues to expand the lineup, though, with the LG K30 being the latest addition.

Even though it has removed lockscreen ads, it’s still selling these devices at a discount. Amazon only decided to do this because it recognized that fast unlocking technologies such as fingerprint sensors and facial recognition have essentially made the lockscreen obsolete.

So what is Amazon’s incentive for selling these discounted smartphones? It will pre-load its apps such as Alexa, Prime Music and Prime Video. For many customers, dealing with these apps would be much better than having to see ads on the lockscreen.

Starting today, Amazon Prime members will be able to purchase the LG K30 for $139.99. The handset normally costs $179.99. It’s a mid-range device with a 5.3 inch 720p resolution, Snapdragon 425 processor with 2GB of RAM and 16GB of internal storage. It also features an 8 megapixel rear and 5 megapixel front camera.

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