The latest Fire TV software update seems to have a bug that causes apps, specifically sideloaded apps, to be grayed out and disabled on the Fire TV home screen. Trying to access a gray app results in the message “This app is not associated with your Amazon account” appearing. It’s unclear why this is happening, but it likely has to do with changes the changes made to the apps row that allows Amazon Channels to appear. Thankfully, if you run into this issue, the fix is very simple.
To fix the issue, you should first try syncing Amazon content. This is done by going to the Fire TV’s Settings screen, scrolling all the way to the right, selecting “My Account,” and then selecting the “Sync Amazon Content” option. Most people experiencing the gray app issue say doing this was enough to fix the issue.
When an app developer uploads their app to the Amazon appstore, they have the option to enable DRM to protect their app from being pirated. The Fire TV checks to see if the apps you have installed have been purchased, whether for free or with money, using the Amazon account currently being used with the Fire TV. If there is no record of the Amazon account purchasing an app protected by DRM, the app will be grayed out. It seems as though the 18.104.22.168 software updated causes the account information to become out of sync for some people, which causes apps to incorrectly be disabled. Forcing a sync fixes the issue.
If forcing an account sync doesn’t fix the issue, you should try clearing the data and cache of the Appstore system app. This is done by going to the Fire TV’s Settings area, selecting “Applications,” selecting “Manage Installed Applications” at the bottom, selecting the “Appstore” app, and then selecting both the “Clear data” and “Clear cache” options. You should also select “Force stop” while you’re there to ensure the system app restarts from a fresh state.
When you go back to the Fire TV home screen you might see a blank apps row. Wait for it to reload. If several minutes have passed and your apps row hasn’t returned, or the apps are still grey, head back to settings and perform a sync once again. It’s also not a bad idea to restart your Fire TV after doing everything.