Amazon is replacing its Fire tablet lineup with a range of Alexa-branded devices. With this move, the tech giant not only ditches the “Fire” brand but also adopts Android with full Google Play access. Amazon launched three different models that are priced between $230 and $550. They will be available starting Oct. 14.
Amazon launches new Alexa tablets to target premium market
The launch of the new Alexa-branded tablets marks a major strategy shift for the brand. Until now, it has sold devices at or close to the manufacturing cost to keep prices low and encourage customers to spend on other products and services. However, under the leadership of CEO Andy Jassy, who took over from Jeff Bezos in 2021, the firm is trying to make its hardware business more profitable.
To increase profitability, Amazon raised the prices of its Echo speakers last year and began charging non-Prime members for Alexa+. Basically, the company is gradually shifting its focus from cheap hardware toward products that can generate more revenue.
Amazon’s new Alexa tablets cost as much as $550
The top-of-the-line Alexa Tablet 12 Pro costs as much as $550. It’s priced at more than twice the $155 Fire HD 10. The device competes directly against the base iPad, which starts at $449.
In terms of specifications, the new Alexa tablets offer an aluminum build, higher-resolution screens, and faster processors. The 12 Pro also uses Nanomatte display technology, developed with Corning, to reduce glare. The company says the changes bring its tablets closer to the performance and design of leading devices. The tablets will be available for preorder before shipping begins.
The tech giant has also highlighted the upgraded Alexa. The tablets feature a dynamic tab on the home screen that offers recommendations and helps users return to books or shows they were viewing. Users can speak to Alexa or tap the Ask Alexa button. The company has also added a new On-Screen Intelligence feature. It can examine what is displayed on the screen and respond with suggestions or actions.
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