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My box is rooted, so I have it boot straight to SPMC. I have links to Android apps like Netfix/Pandora/NFL Rewind/etc in XBMC. So I launch any Amazon app I need from there. Don't really ever mess with the Amazon menu much..
Root allows you to use alternative launchers, get control of core settings that aren't normally accessible, reorganize the Amazon menu to add/remove categories, install otherwise unsupported services like Plex server, expand USB capabilities like using NTFS/ext formatted drives, etc.
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