Amazon made a major change to its tablet strategy on October 8 by introducing three new models that run Android, include the Google Play Store and place Alexa+ at the center of the experience. The Alexa Tablet 12 Pro, Alexa Tablet 11 and Alexa Tablet 8 represent a move away from the company's long-standing emphasis on inexpensive Fire tablets toward a more premium product range.
All three devices use aluminum unibody construction, run Android and offer access to the full Google Play Store. Customers can therefore download applications such as YouTube, Netflix, Gmail and Google Docs directly. Amazon is also integrating its own services, including Prime Video, Kindle, Audible, Amazon Music, Amazon Quick and Luna.
Three models starting at $229.99
The Alexa Tablet 12 Pro starts at $499.99 with 8 GB of RAM and 128 GB of storage. A Nanomatte version intended to reduce glare starts at $549.99. The device has a 12-inch 2800 by 1840 display with a 120 Hz refresh rate and uses a MediaTek Dimensity 8400 processor.
The Alexa Tablet 11 starts at $329.99 and includes an 11-inch 2.5K display, a 90 Hz refresh rate, 8 GB of RAM, 64 GB of starting storage and a MediaTek Dimensity 8189 processor. The Alexa Tablet 8 starts at $229.99 with an 8.7-inch display, 4 GB of RAM and 64 GB of storage. Amazon lists the smaller model at 329 grams.
Manufacturer estimates put video playback at up to 16 hours for the 12 Pro, 15 hours for the 11 and 14 hours for the 8. Those figures are not results from independent battery testing. Amazon will separately sell a $149.99 magnetic keyboard and an $89.99 pen with 4,096 levels of pressure sensitivity for the 12 Pro.
Alexa+ and context from the screen
Alexa+ is built into each tablet. Users can reach the assistant with a voice command or the on-screen Ask Alexa button. When On-Screen Intelligence is enabled, the system can examine what the user is viewing and provide contextual help, such as comparing information on a webpage or taking actions involving a calendar.
Amazon says the screen-viewing capability is turned off by default, requires an explicit opt-in and displays a visual indicator whenever it is active. Users can disable it in settings. Continuous voice sessions are also designed to let a conversation continue without repeating a wake word before each question.
Kindle mode and children's editions
Opening the Kindle application activates a reading mode that silences notifications, reduces blue light and offers three display themes. Amazon says battery life on the larger models can reach 20 hours in this mode. Notes made with the pen are intended to synchronize with supported Kindle applications and the Kindle Scribe.
Amazon also announced children's editions of the Alexa Tablet 11 and 8. The bundles include a protective case, one year of Amazon Kids+, an age-focused interface and parental controls. The company says the children's models still run Android and offer parent-managed access to Google Play.
Shipping schedule and the transition from Fire
Shipping is scheduled to begin on October 14 in the United States, Mexico and Canada, followed by the United Kingdom, Germany, France, Italy and Spain on October 19. Amazon did not announce pricing or availability for Türkiye. Wired reports that the tablets will ship with Android 16 and that Amazon is committing to at least four years of software updates.
Reuters described the lineup as Amazon's attempt to move upmarket after years of concentrating on low-cost Fire tablets. Android and full Google Play access remove important application limitations associated with Fire OS. The higher prices, however, mean Amazon will have to compete through hardware, software support and the Alexa+ experience in a market where Apple and Samsung remain established leaders.
