Amazon has unveiled a new range of higher-end tablets that run on Google’s Android operating system and feature its AI-powered Alexa+ voice assistant. The new Alexa Tablets start at $230 and go up to $550, with aluminum bodies replacing the plastic designs used in earlier Fire tablets as Amazon seeks to move beyond its budget-focused strategy.
The launch marks a major shift under devices chief Panos Panay, as Amazon moves away from its Fire OS software toward Android. The change gives users access to a wider range of apps while Alexa+ adds generative AI capabilities for answering questions and performing tasks. Access to Alexa+ will require an Amazon Prime membership or a separate subscription.
Amazon’s move comes as the global tablet market faces declining demand. IDC data showed worldwide tablet sales fell 12% year-on-year in the second quarter to 33.6 million units, while Amazon’s market share dropped to 1.9% from 8% a year earlier. The company is betting that improved hardware, Android and Alexa+ can help its tablets compete more directly with Apple’s iPad and Samsung’s Galaxy tablets.
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