Amazon Drops Fire Branding for New Android Alexa Tablets
Amazon has retired its long-running Fire tablet branding in favor of a new line of Google-certified Android devices featuring full Play Store integration.
Radwan AbdulhadiEditor and technology writer
Transition from Fire to Alexa Tablets
For the past 15 years, consumers could purchase a Fire tablet from Amazon, with models remaining largely consistent from year to year much like Kindles. However, the company's new hardware lineup marks a major shift by dropping the Fire branding entirely in favor of the Alexa Tablet lineup.
Throughout the history of Fire tablets, Amazon downplayed its use of Android by utilizing custom software without Google integration while running Android apps from its own Appstore platform. Following the decision to shut down its app store last year, Amazon has pivoted to offer full-fledged Google-certified Android devices equipped with the Google Play Store and standard app ecosystems.
Lineup Overview and Specifications
The redesigned hardware features unibody aluminum housings across three distinct models. The entry-level Alexa Tablet 8 starts at $230, while the larger Alexa Tablet 11 is priced at $330. Both models are powered by the budget MediaTek 8189 processor, offering a performance upgrade compared to last-gen Fire tablets.
The standard models utilize 16:10 display ratios optimized for video playback. Meanwhile, the flagship Alexa Tablet 12 Pro starts at $500 and adopts a taller 3:2 display ratio designed to facilitate running multiple applications side by side.
Flagship Pro Features and Accessories
The Alexa Tablet 12 Pro brings several high-end hardware additions, operating on a MediaTek Dimensity 8400 processor alongside 8GB of RAM and 128GB of internal storage. Its display delivers a 2800×1840 resolution, a 120 Hz refresh rate, and 500 nits of peak brightness.
Additionally, Amazon offers a matte display upgrade option for the Pro model for an extra $50. Productivity accessories are also available separately, including a dedicated keyboard priced at $150 and a stylus available for $90.
Software, AI Integration, and Market Context
With native access to Google apps and the Play Store, users can run Gemini or other compatible Android AI assistants. However, Alexa Plus remains at the center of the user experience. Users can converse with the AI using the wake word, ask general questions, receive product recommendations, and utilize screen context to answer inquiries.
While these new models carry higher price points than previous Amazon hardware, they remain competitive against alternative options in the current tablet market. Apple's iPad Mini starts at $600 and the iPad Air is priced at $750, whereas the base model iPad begins at $450.
The new hardware is currently available for preorder and is scheduled to begin shipping on October 14. Supported by prominent promotion across Amazon's platform, the lineup is positioned to capture significant market share among Android slate options.
Sources
- Ars TechnicaAmazon's new Alexa Tablets drop the Fire branding but are more Android than ever
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