Amazon retires the Fire brand for tablets after 15 years, replacing it with Alexa Tablets that run Android and ship on October 14, including the $499 12 Pro

Amazon tablets now run Android with full Google Play support, giving you access to all Android apps.

Amazon has retired its Fire tablet brand after 15 years, introducing a new lineup called Alexa Tablets. These devices run a full Android operating system with Google Play support, marking a significant shift from previous Fire OS iterations. The new tablets are designed to integrate Amazon's Alexa Plus AI assistant deeply into the user experience. The lineup includes three models: the Tablet 8 starting at $229.99, the Tablet 11 starting at $329.99, and the premium Alexa Tablet 12 Pro starting at $499. The 12 Pro features a 12.5-inch, 120Hz display with a Nanomatte finish, developed in partnership with Corning, aimed at reducing glare and enhancing contrast. Amazon aims to position these tablets as serious competitors to Apple's iPads, emphasizing both hardware quality and a comprehensive software experience.

The rebranding to Alexa Tablets and the integration of a full Android OS with Google Play support signifies Amazon's ambition to move beyond budget-friendly devices and compete directly with premium tablet offerings like the iPad. This strategic pivot suggests a market trend where hardware manufacturers are prioritizing user choice in operating systems and app ecosystems to capture a broader audience seeking versatility and established software libraries.

By focusing on hardware excellence, particularly the advanced Nanomatte display on the 12 Pro, Amazon is signaling a new direction in its hardware strategy, emphasizing quality and user experience over solely price point. This could intensify competition in the premium tablet segment, forcing established players to innovate further on display technology and AI integration as key differentiators.