You could install Flauncher or another launcher onto Android TV. Then you don't see ads.

Unfortunately not possible on the Fire Stick (4K Max), Amazon have modified it to disallow other launchers; there are some "hacks" but none have worked for me and the closest one I did get to working was too much of a pain for the rest of the family.

I've found no way to root it either so I just want rid of it, every time something appears almost-full-screen on the home page that's inappropriate for the kids with no regard for what time of day it is, my wife gets all the more annoyed by it; she never wanted it in the first place, so the poor experience is not helping my case).