Amazon Drops Fire Branding for New Alexa Tablets, Embraces Full Android
Amazon has launched a new line of tablets, rebranding them as Alexa Tablets and discontinuing the Fire branding. These new devices are Google-certified Android tablets.
Amazon has phased out the long-standing Fire branding for its tablet line, introducing new devices under the Alexa Tablet name.
The shift marks a significant departure, as the new Alexa Tablets are Google-certified Android devices, featuring the Google Play Store and access to the full range of Android applications. Previously, Fire tablets ran a customized version of Android with Amazon's Appstore, largely omitting Google services.
This move follows Amazon's closure of its own app store last year. Unlike Amazon's Fire TV devices, which have adopted the custom Linux-based Vega OS, the new tablets fully integrate with Google's Android ecosystem.
The new Alexa Tablet lineup includes redesigned models with unibody aluminum casings. The Alexa Tablet 8 starts at $230, and the Tablet 11 is priced at $330. Both devices are powered by the MediaTek 8189 processor, an upgrade from previous Fire tablets. They also feature 16:10 displays, optimized for video viewing.