Amazon is ending its Fire tablet line and replacing it with Alexa-branded tablets, according to coverage of an interview and product announcements. Amazon's head of consumer electronics, Panos Panay, said Fire tablets were not giving customers what they were asking for, pointing to demand for Google services, better hardware, and less lock-screen advertising. Existing Fire tablets will still receive security updates, but Amazon will not refresh the hardware.
The new lineup includes the Alexa Tablet 8 at $230, the Tablet 11 at $330, and the Tablet 12 Pro at $500, or $550 with a matte display. Sources agree the big change is that the tablets are Google-certified Android devices with full Play Store access, a reversal after Amazon shut down its app store last year. Alexa+ is the core assistant, and Amazon is also selling kids versions. The tablets are available for preorder and ship Oct. 14.
Pricing reports are broadly consistent, though CNBC lists the top of the range at $550, matching the 12 Pro with its display upgrade. Sources agree on the core details; the main difference is framing: CNBC emphasizes the higher price, while Engadget's hands-on says the 12 Pro is aimed at the iPad Pro for less than half the price. Panay said more hardware announcements are coming this fall, but an Amazon laptop is not among them. WIRED speculates the tablets could be a blueprint for an Amazon phone, though that remains a rumor.