Amazon replaces Fire brand with new Android-powered Alexa Tablets

Amazon is phasing out its Fire Tablet brand in favor of a new 'Alexa Tablet' lineup that features full Google Play Store access and runs on a standard Android operating system.

The new devices represent a shift from the company’s custom Fire OS to a Google-certified Android experience. According to The Verge and Ars Technica, this change provides users with native access to the Google Play Store and official apps like YouTube, Gmail, and Google Drive, which were previously unavailable as standalone apps on Fire tablets. Panos Panay, Amazon’s head of consumer electronics, told Bloomberg that the Fire brand is being retired because it was not providing the hardware quality or software access customers requested.

The lineup features three models with aluminum unibody designs: the Alexa Tablet 8, the Alexa Tablet 11, and the flagship Alexa Tablet 12 Pro. Ars Technica reports that the 8-inch and 11-inch models use MediaTek 8189 processors, while the 12 Pro features a more powerful MediaTek Dimensity 8400 chip. The Pro model includes a 120Hz refresh rate and a 3:2 aspect ratio designed for productivity, whereas the smaller models use a 16:10 ratio optimized for video playback.

Prices for the new hardware are significantly higher than the discontinued budget Fire line. The Alexa Tablet 8 starts at $230, the Tablet 11 at $330, and the 12 Pro at $500, with a "Nanomatte" anti-glare screen option available for an additional $50. International reported that while memory prices have surged recently, Panay denied this drove the pricing, instead attributing the cost to the premium craftsmanship and performance of the devices. Preorders opened on the day of the announcement, with shipping expected to begin October 14.

Integrated at the core of the experience is Alexa+, a generative AI assistant. TechCrunch noted that the tablets feature "On-Screen Intelligence," allowing the AI to see what is on the display to provide contextual help, such as recommending specific hiking trails from an on-screen list. While the Fire brand is ending, Panay told Bloomberg that Amazon will continue to provide security updates for existing Fire tablets to ensure no customers are left behind.

Background

Amazon has sold Fire tablets for 15 years, typically at or near the cost of manufacturing to drive sales toward its webstore and services. Last year, the company shut down its own app store and began moving other hardware, such as Fire Sticks, toward a custom Linux-based 'Vega OS' rather than Android.