EDIT: IT APPEARS NVIDIA HAS DOUBLED BACK ON THIS. THE OEM ROW WILL BE GONE FOR ALL! CHEERS!
I have seen some conflicting information/conclusions tossed around. The new 2017 SHIELD does not have a SHIELD Hub (so Netflix and Amazon both appear with all of your other apps). However, this will not be the case for 2015 owners. We will still have the SHIELD Hub featured prominently at the top. Geforce Now and Gamestream will eventually be bundled into the new NVIDIA Games app as the app rolls out. The SHIELD Hub will thus have 3 items - Netflix, Amazon, and NVIDIA Games. I was told that this is a result of pre-existing contracts (i.e. Netflix) and I am willing to bet Amazon being featured alongside Netflix on the 2015 model was a compromise that was made to get them on board finally.
This information comes from Chris Daniels (SHIELD product manager) during a meeting with a handful of users/enthusiasts/bloggers.
Furthermore, it wasn't quite clear if the "apps" row would be moved above the "games" row, like on the 2017 model. He did indicate that gamestream games will appear in the "games" row.
I just disable notifications for the Nvidia customizations app and that removes the hub. You might lose game streaming though, I'm not sure as I don't use that anyway.