Amazon Unveils Premium Alexa Tablet Lineup With Google Play, Retiring Fire Brand

Amazon has launched a new lineup of premium Alexa-branded tablets running standard Android with native Google Play Store access, officially retiring its budget Fire brand after 15 years. The new devices include the Alexa Tablet 8 at $229.99, Alexa Tablet 11 at $329.99, and Alexa Tablet 12 Pro starting at $499.99, with an anti-glare Nanomatte edition at $549.99. Powered by MediaTek processors and featuring Amazon's Alexa+ AI assistant, the aluminum devices begin shipping October 14 across North America and October 19 in Europe as Amazon targets higher hardware margins.