Amazon’s new Alexa Tablet finally gives the iPad lineup some much needed competition
Amazon has introduced a new lineup of Alexa Tablets starting at $229.99, including a 12-inch Pro aluminum model. These devices mark a strategic shift away from the budget Fire brand and proprietary operating systems. The new tablets run Android 16 and include native Google Play Store support and Alexa+ integration. While designed to challenge the iPad Pro and Air, some reviewers note the experience remains heavily integrated with Amazon services. The launch coincides with a leadership shuffle within Amazon's Alexa division.
Listen to Live Briefing
Real-time synthesized voice briefing · Live Feeds Desk
- ✓ The new Alexa Tablet lineup starts at $229.99.
- ✓ The lineup includes a 12-inch Pro model made of aluminum.
- ✓ The tablets run Android 16 and feature the Google Play Store.
- ✓ The devices include Alexa+ built in.
What changed
Amazon replaced its budget Fire branding with a premium Alexa Tablet lineup featuring Android 16 and Google Play Store support.
Live updates
-
Amazon Launches High-End Alexa Tablets to Compete With iPad
Amazon has introduced a new lineup of Alexa Tablets starting at $229.99, including a 12-inch Pro aluminum model. These devices mark a strategic shift away from the budget Fire brand and proprietary operating systems. The new tablets run Android 16 and include native Google Play Store support and Alexa+ integration. While designed to challenge the iPad Pro and Air, some reviewers note the experience remains heavily integrated with Amazon services. The launch coincides with a leadership shuffle within Amazon's Alexa division.
Why it matters
Amazon previously relied on a low-cost device strategy using the Fire tablet line. By adopting a stock-feel Android OS and premium hardware, the company is attempting to enter the high-end tablet market. This move ends a decade-long avoidance of the Google Play Store.
What is confirmed
- The new Alexa Tablet lineup starts at $229.99.
- The lineup includes a 12-inch Pro model made of aluminum.
- The tablets run Android 16 and feature the Google Play Store.
- The devices include Alexa+ built in.
- Amazon has dropped the Fire branding for these new tablets.
- Amazon shuffled Alexa leadership following the release of the high-end tablets.
Still unconfirmed
- The Alexa Tablet 12 Pro provides an iPad Pro experience for half the price.
- The Alexa Tablet 12 Pro features a Nanomatte display.
What to watch next
- Sales data comparing Alexa Tablet 12 Pro to iPad Air M4
- Further leadership changes within the Alexa division
- Official confirmation of other models in the Alexa Tablet lineup
confidence 95%Sources used for this update (20)
- nypost.com — New York Post – Breaking News, Top Headlines, Photos & Videos
- Reuters — Amazon shuffles Alexa leadership following high-end tablet release
- About Amazon — Introducing all-new Amazon Alexa Tablets—powerful tablets with Alexa+ built in
- CNBC — Amazon overhauls aging devices lineup with higher-priced Alexa tablet, dumping the budget Fire
- Ars Technica — Amazon’s new Alexa Tablets drop the Fire branding but are more Android than ever
- TechRepublic — Amazon Alexa Tablet 12 Pro vs. iPad Air M4: Which Should You Buy?
- 9to5Mac — Amazon’s new Alexa Tablet finally gives the iPad lineup some much needed competition
- 9to5Google — Amazon’s new Alexa Tablets are an iPad-inspired reboot, complete with the Play Store
- 9to5mac.com — Amazon’s new Alexa Tablet finally gives the iPad lineup some much needed competition
- 9to5google.com — Amazon's new Alexa Tablets have real Play Store support, iPad-esque designs
- www.t3.com — Amazon Alexa Tablets are here, and they're gunning for the iPad Pro | T3
- www.theshortcut.com — Amazon Alexa Tablet 12 Pro review: the iPad Pro experience for half the price
Community Sentiment: How do you assess this situation?
Voice your perspective · Real-time aggregated sentiment from the Live Feeds community