Amazon's new Alexa Tablets drop the Fire branding but are more Android than ever

Amazon tablets now run the Google Play Store, giving you access to all Android apps directly.

Amazon has released a new lineup of tablets, rebranding from "Fire" to "Alexa Tablets," signaling a significant shift in their mobile strategy. These new devices are fully certified Android tablets, featuring the Google Play Store and integrated Google services, a departure from previous Fire tablets which used Amazon's proprietary Appstore and downplayed Android integration. This change follows Amazon's decision to shut down its own app store last year. The new Alexa Tablet lineup includes the Tablet 8 ($230), Tablet 11 ($330), and the premium Tablet 12 Pro ($500), all featuring updated aluminum designs and MediaTek processors. While the base models use the MediaTek 8189, the Pro model boasts a more powerful Dimensity 8400 with 8GB RAM and 128GB storage, a 120Hz display, and accessories like a keyboard and stylus. These tablets are positioned as competitive alternatives to Apple's iPads, with preorders open and shipping on October 14, 2026. Alexa Plus is integrated as the core AI experience, offering product recommendations and context-aware assistance.

By embracing a fully certified Android experience with the Google Play Store, Amazon is positioning its new Alexa Tablets as more general-purpose devices rather than niche Amazon-ecosystem products. This move is a direct response to the closure of Amazon's own Appstore, forcing a reliance on Google's platform and potentially broadening the appeal and utility of their tablets for users who value the full Android ecosystem. The inclusion of Google services and the Play Store means users will have access to a wider array of applications, including many not previously available or optimized on Fire OS.

This strategic shift could signal a broader trend of hardware manufacturers prioritizing access to established app ecosystems over proprietary platforms, especially as AI integration becomes a key differentiator. While Amazon's Fire Sticks are moving to a custom OS, their tablets are doubling down on Android, suggesting a market where broad app compatibility and user familiarity with platforms like Google Play are paramount for consumer adoption in the competitive tablet space. The success of these new devices will depend on how well Amazon integrates its AI and services within the standard Android framework, and how consumers respond to tablets that are both deeply Amazon-integrated and fully Google-enabled.