Prime Exclusive phones offered by Amazon will no longer feature lockscreen ads, making them much more appealing to folks looking for an affordable Android device. Amazon said it will remove the ads from new devices beginning Wednesday, while existing devices will receive a software update in the near future.

Amazon's Prime Exclusive program provides customers with access to an array of unlocked devices at a discounted rate. The Moto X4, for example, is just $329 (down from $399); the Moto E4 is only $99 (down from $129). Both prices are afforded to members of Amazon's Prime program, which also includes music and movie streaming, as well as free two-day shipping, among other perks.

Since its inception, lockscreen offers and ads have always been part of its Prime Exclusive program, a small but tolerable price to pay in order to save some money. Here's how Amazon describes how lockscreen offers and ads work:

Personalized deals and product recommendations appear on the phone's lockscreen while providing full access to personal notifications.

According to Amazon, it's removing the ads in order to keep up with the evolving smartphone market. "As smartphone technology has evolved, we also want to evolve the Prime Exclusive Phone experience to ensure customers can easily use features such as the phone's mobile unlock technologies like facial recognition and fingerprint sensors, as well as be able to personalize device lockscreens with photos or wallpapers," Amazon said in a statement.

Prime Exclusive Phones will continue to be offered at the same rate, just without ads, which is a win for the customers. The only thing customers will need to put up with is a trio of preinstalled Amazon apps.