Amazon Replaces Fire Tablets With Alexa Android Range

Amazon has unveiled a new Alexa Tablet family running Android, marking a major break from its Fire tablet line and its Fire OS software. The Amazon Alexa Tablet 12 Pro, Alexa Tablet 11 and Alexa Tablet 8 were announced on Thursday 8 October, with UK shipping scheduled to begin on 19 October.

The key change is software. All three tablets include full access to the Google Play Store, bringing apps such as YouTube, Netflix, Gmail and Google Docs directly to Amazon hardware. Previous Fire tablets used Amazon’s customised Fire OS and Amazon’s own app store instead.

Amazon describes the devices as an “all-new lineup”, rather than refreshed Fire tablets. A spokesperson told TechCrunch they are a new product line with new hardware and a new operating system, not a rebrand. However, Amazon has not explicitly confirmed that production of every existing Fire tablet has ended.

Three tablets, starting from £199.99

• The Alexa Tablet 8 is reported by The Independent to cost £199.99 in the UK. It has an 8.7-inch display, 4GB of RAM, 64GB of storage, Wi-Fi 6 and claimed battery life of up to 14 hours of video playback.
• The Alexa Tablet 11 is reported at £289.99, with an 11-inch 2.5K 90Hz display, 8GB of RAM, 64GB of storage and up to 15 hours of claimed video playback.
• The Alexa Tablet 12 Pro is reported at £449.99 with a standard display, or £499.99 with its anti-glare Nanomatte screen. It has a 12-inch 120Hz display, an aluminium unibody, up to 16GB of RAM and up to 16 hours of claimed video playback.

The 12 Pro is the clearest sign Amazon is targeting more than casual streaming and reading. It supports an optional Pro Keyboard and Pro Pen, although Amazon has not confirmed UK prices for those accessories in the sources reviewed.

Alexa+ is built in

Alexa+ can be called up with the “Alexa” wake word or an Ask Alexa button. Amazon says the assistant can answer questions, control compatible smart-home devices and offer help based on what is happening in the current app.

The tablets also include On-Screen Intelligence, which Amazon says can inspect what is displayed to offer context-sensitive assistance. The feature is off by default, requires opt-in and shows a visual indicator while Alexa is active.

Amazon is also adding a Kindle reading mode that silences notifications, reduces blue light and can provide up to 20 hours of battery life, according to the company.

What happens to Fire tablets?

Amazon says the new launch does not change the current experience for existing Fire-tablet owners. The company told GeekWire it will provide at least four years of support after the last Fire tablet it sells, although it has not confirmed when that final sale will be.

For buyers, the bigger shift is choice. Fire tablets were cheap and tightly tied to Amazon’s ecosystem; the Alexa Tablet range is pricier but removes the awkwardness of missing Google apps. That makes the new devices easier to compare with mainstream Android tablets, while leaving Amazon to prove that Alexa+ is a reason to choose one over established rivals.