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Amazon Replaces Fire Tablets with New Alexa Tablet Line, Introduces Premium 12-inch Model
Key points
- Amazon replaced its Fire tablet line with new Alexa Tablets.
- New models include 8-inch, 11-inch, and 12-inch sizes.
- The Alexa Tablet 12 Pro features a Nanomatte display and 4nm 8-core chip.
- All new Alexa Tablets support Google Play Store and full Android.
- Pricing ranges from $230 to $550, indicating a shift to higher-priced devices.
Amazon Introduces New Alexa Tablet Lineup
Amazon has unveiled a new series of Alexa Tablets, replacing its long-standing Fire tablet brand. The new lineup consists of three models: an 8-inch, an 11-inch, and a 12-inch device. This release signifies a strategic shift for Amazon's device division, moving away from its budget-focused Fire tablets towards a more premium offering with deeper integration of its AI assistant, Alexa.
Flagship Alexa Tablet 12 Pro Features
The top-tier device in the new series is the Alexa Tablet 12 Pro, which starts at $499. This 12-inch model is powered by a 4nm 8-core chip, specifically the MediaTek Dimensity 8400, and offers up to 16GB of RAM. It features a 280 PPI display with a 120Hz refresh rate and a 3:2 aspect ratio. A notable option for the 12 Pro is the Nanomatte display, which utilizes a process developed with Corning to etch a precise, pixel-aligned texture into the glass, providing an anti-glare surface while maintaining color accuracy.
Other features of the Alexa Tablet 12 Pro include quad Dolby Atmos speakers, Wi-Fi 6E support, and a battery life of up to 16 hours for video playback.
Shift to Google Play Store and Full Android
A significant change with the new Alexa Tablets is the inclusion of full Google Play Store support. Unlike previous Fire tablets that relied on Amazon's own Appstore and a modified Fire OS, the new Alexa Tablets are Google-certified Android devices. This provides users with access to a wider range of Android applications and services, addressing a long-standing user request.
The tablets also come with a new Kindle experience and built-in Alexa+, an AI-powered version of Amazon's voice assistant.
Pricing and Market Strategy
The new Alexa Tablets are priced higher than their Fire predecessors, with the 8-inch model starting at $230 and the 12-inch Pro model reaching up to $550. This pricing strategy indicates Amazon's move towards competing with more premium tablets in the market, such as the iPad Pro. Historically, Amazon sold its devices near manufacturing cost to promote its services; this new approach suggests a shift towards generating more revenue directly from hardware sales.
Panos Panay, Amazon's SVP of Devices and Alexa, also hinted at more Alexa-branded hardware and a new 'Neo' design language for future devices.
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How outlets covered it
Amazon has discontinued its Fire tablet branding, replacing it with new Alexa Tablets that are Google-certified Android devices. This change means the new tablets will run full Android with Google Play Store access, departing from Amazon's previous Fire OS which lacked Google integration.
Amazon introduced new 8-inch, 11-inch, and 12-inch Alexa tablets, priced from $230 to $550, and discontinued its budget Fire tablet series. This shift indicates Amazon's move towards higher-priced devices, aligning its tablet offerings more closely with premium competitors and potentially altering its long-standing strategy of selling hardware near manufacturing cost.
Amazon introduced a new line of Alexa Tablets, discontinuing the Fire brand and integrating Google Play Store support. This change provides users with access to a wider range of Android applications, addressing a long-standing user request for Amazon's tablet offerings.
Amazon introduced the Alexa Tablet 12 Pro, featuring a nanomatte display and a new processor for Alexa+, replacing the Fire HD 10 as its top-tier tablet. This release marks a hardware upgrade for Amazon's tablet lineup, focusing on improved reading experience and AI integration.
Amazon's SVP of Devices and Alexa, Panos Panay, indicated that more Alexa-branded hardware is forthcoming, following the new Alexa Tablet series. Panay also revealed that Amazon is developing a new 'Neo' design language for its devices, led by Ralf Groene.
Amazon released new Alexa tablets in 8, 11, and 12-inch sizes, featuring a new Kindle experience and built-in Alexa. The flagship 12-inch model offers a Nanomatte display option, which provides an anti-glare surface while maintaining color accuracy. This release updates Amazon's tablet lineup with improved hardware and display technology.
Amazon is replacing its Fire tablet line with a new series of Alexa tablets, introducing an 8-inch, 11-inch, and a new 12-inch Alexa Tablet 12 Pro. This move aims to offer a more premium tablet experience with deep Alexa integration and Google Play Store access at competitive price points.