Key facts
- Amazon's new tablet lineup has dropped the Fire branding in favor of Alexa.
- The new Alexa Tablets are Google-certified Android devices with the Play Store.
- Amazon shut down its app store last year.
- The Alexa Tablet 8 starts at $230, and the Tablet 11 starts at $330.
- The Alexa Tablet 12 Pro starts at $500 and features a 3:2 aspect ratio display.
- The Alexa Tablet 12 Pro uses a MediaTek Dimensity 8400 processor with 8GB RAM and 128GB storage.
Amazon has unveiled its latest tablet lineup, rebranding them as Alexa Tablets and moving away from the long-standing Fire branding. A significant shift for the company, these new devices are now Google-certified Android tablets, featuring the Google Play Store and full Google integration, a stark contrast to previous Fire tablets which downplayed Android.
This change follows Amazon's decision to shut down its own app store last year. The new Alexa Tablets are designed with unibody aluminum housings. The Alexa Tablet 8 starts at $230, and the Tablet 11 is priced at $330. Both run on the MediaTek 8189 processor. The flagship Alexa Tablet 12 Pro, starting at $500, offers a taller 3:2 aspect ratio display, a matte display option for an additional $50, and supports a keyboard ($150) and stylus ($90). This premium model is powered by a more capable MediaTek Dimensity 8400 processor, paired with 8GB of RAM and 128GB of storage, and boasts a 120 Hz refresh rate display with 500 nits of peak brightness.
With access to Google apps, users can utilize AI assistants like Gemini, alongside Amazon's own Alexa AI, which will be central to the user experience. Alexa can answer questions, provide product recommendations, and suggest purchases on Amazon, leveraging screen context. While these new tablets are more expensive than their predecessors, they remain competitive within the 2026 tablet market, especially when compared to Apple's iPad offerings.