Amazon is phasing out Fire Tablets in favor of Alexa Tablets that run full Android and offer access to Google Play Store and official Google apps. According to Amazon's head of consumer electronics Panos Panay, the Fire line wasn't meeting customer expectations for hardware quality, Google service integration, and reduced advertising.
Amazon launched its first Android-based tablets, called Alexa Tablets, priced between $230 and $550, featuring the advanced Alexa+ voice assistant and aluminum cases. The move marks a strategic shift toward premium devices after years of focusing on budget tablets, as the company aims to compete in a declining global tablet market where it holds only 1.9% share.
Amazon is launching a new lineup of Alexa Tablets running full Android with Google Play support, featuring three models priced from $229.99 to $549. The flagship Alexa Tablet 12 Pro emphasizes premium hardware design and a high-quality 12.5-inch display with adaptive features, positioning itself as a direct competitor to iPad models.