During my digging through the guts of the latest 18.104.22.168 software update for the Amazon Fire TV and Fire TV Stick, I’ve found indication that Amazon is working to add a single sign-on option to their devices. Single sign-on, a feature first available on the Apple TV last year, allows those with cable subscriptions to login once with their credentials, and then have the operating system handle activating individual cable network apps. This prevents the need for activation codes in every individual streaming app that must be manually entered into activation web pages.
Added with the latest Fire TV software update are new “OttSso” libraries that did not exist on any previous software version. Those Over-the-top Single-sign-on libraries are used to facilitate app activation by the operating system on behalf of the user. I could not find a front-end interface for users to use to login with their service provider, so it seems like this feature is still a long way from being released.
A single sign-on option will require cooperation from several service providers and content networks to be useful. What has been added in the latest software update seems more like a developer preview than anything else. It is likely the backend framework so that networks can begin adding support for the feature into their apps, so that the apps are ready when the feature is launched.