Amazon has revamped its tablet lineup with three new Alexa-branded models, marking a significant shift away from its budget-friendly Fire devices. The company announced 8-inch, 11-inch, and 12-inch tablets, priced between $230 and $550, available for preorder starting Thursday. Shipping begins on October 14. This move signals a departure from Amazon's longstanding strategy of selling devices at or near cost to promote other services, as the new tablets are positioned as premium offerings.
The highest-end model, the Alexa Tablet 12 Pro, costs $550, more than double the price of the previous Fire HD 10. Amazon emphasized that the new tablets feature improved speed, AI capabilities, and a sleeker aluminum design. Notably, they run Google's Android OS instead of the custom Fire OS, expanding app availability. The devices also introduce new features like 'On-Screen Intelligence,' allowing users to interact with Alexa to shop or manage tasks directly from their screen.
Amazon denied that rising memory costs influenced the price increase, though Panos Panay, the company's devices boss, acknowledged the challenge of building premium tablets amid shortages. He claimed the team managed to maintain reasonable pricing without compromises. The Fire lineup will still be supported for four years post-shipment, but no new units will be manufactured.