Amazon.com Inc. has significantly upgraded its tablet lineup, making it a strong competitor to the iPad at a much lower price point. The new Alexa Tablet series, launched in late September, replaces the older “Fire” brand and is available in 8-, 11-, and 12-inch sizes. This revamp comes after Amazon poached Panos Panay, Microsoft’s former devices chief, three years ago to lead its hardware overhaul.
Before this month, Amazon’s tablets were primarily recommended for budget-conscious shoppers or parents. However, the Alexa Tablet lineup now offers what is considered the best sub-$1,000 Android tablet. The series reflects Panay’s influence, marking a notable shift in Amazon’s hardware strategy.
The new tablets are positioned as a credible alternative to Apple’s iPad, offering similar features at a fraction of the cost. This move could attract a broader range of consumers, including those who previously dismissed Amazon’s tablets as inferior.