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Amazon Drops Fire Branding, Launches Alexa Tablets Running Full Android
Amazon has replaced its Fire tablet brand with Android-powered Alexa tablets offering full Google Play Store access and AI-powered Alexa+ assistant. The three-model lineup launches October 14, 2026, starting at $229.99, marking the end of a 15-year-old product line.
Quick Facts
- Discontinued Fire tablet line after 15 years
- Launched Alexa Tablet 12 Pro, Alexa Tablet 11, Alexa Tablet 8
- Switched from Fire OS to full Android with Google Play Store
- Integrated Alexa+ AI assistant across all models
- Introduced Alexa Tablet Pro Pen and Pro Keyboard for 12 Pro model
Amazon has discontinued its 15-year-old Fire tablet line and introduced three new Alexa tablets with full Google Android support and access to the Google Play Store. The lineup consists of the 12-inch Alexa Tablet 12 Pro (starting at $499.99), 11-inch Alexa Tablet 11 (starting at $329.99), and 8.7-inch Alexa Tablet 8 (starting at $229.99). All models feature aluminum unibody construction, high-resolution displays, and run Android 16 at launch, with an upgrade to Android 17 planned for early 2027.
The shift represents a fundamental departure from Amazon's previous approach. Fire tablets historically ran Fire OS, a customized Android variant with Amazon's proprietary app store, which the company shut down last year. The new Alexa tablets offer direct access to millions of apps including YouTube, Netflix, Gmail, and Google Docs alongside Amazon's built-in services: Prime Video, Kindle, Audible, and Amazon Music. The Alexa Tablet 12 Pro delivers nearly three times faster processing and nine times faster graphics performance than any previous Amazon tablet, featuring a 4nm 8-core chip with up to 16GB of RAM, a 120Hz refresh rate, and available Nanomatte anti-glare display technology.
Amazon's AI assistant Alexa+ is integrated across all models, enabling voice-activated tasks and on-screen intelligence that can interpret displayed content to provide contextual help. The Alexa Tablet 12 Pro includes exclusive accessories: a Pro Pen with 4,096 pressure levels and a magnetic Pro Keyboard that attaches without Bluetooth pairing. The tablets feature enhanced Kindle reading modes that silence notifications, reduce blue light, and extend battery life up to 20 hours. Amazon also discontinued its Kids tablet line, replacing it with Android-powered Amazon Kids tablets in 8.7-inch and 11-inch sizes, available in versions for ages 3+ and 6+.
According to Amazon's Kevin Keith, vice president of the devices division, Fire tablets are being completely replaced by the Alexa Tablet lineup. Remaining Fire tablet inventory will be sold over coming months, and Amazon commits to providing security updates and OS support for at least four years after stock depletion. The Alexa Tablets launch in the United States, Mexico, and Canada on October 14, 2026, with rollout to the United Kingdom, Germany, France, Italy, and Spain on October 19. Amazon Kids Tablets also begin sales October 14, with availability in select regions including Japan, where Kids models start at approximately ¥39,980 (8.7-inch).
Why This Matters
Amazon's shift from proprietary Fire OS to full Android with Google Play Store access expands the addressable app ecosystem for its tablet users by millions of applications, affecting competitive positioning in the mid-range tablet market (occupied by iPad, Samsung Galaxy Tab, and Lenovo) and changing developer incentives to target Amazon hardware. The discontinuation of the Fire brand after 15 years and replacement of the Amazon Kids tablet line signals a strategic reorientation toward Android as the baseline, which may influence app pricing, revenue-share models, and support commitments across Amazon's hardware ecosystem through at least 2030 (four-year minimum security window).
Timeline & Sources
Oct 8, 2026
WireAmazon announces Alexa Tablets and discontinues Fire tablet line
Oct 8, 2026
WireAlexa Tablets available for pre-order in US, Mexico, Canada
Oct 14, 2026
WireAlexa Tablets and Amazon Kids Tablets sales begin in US, Mexico, Canada
Oct 14, 2026
WireAmazon Kids Tablets sales begin in Japan
Oct 19, 2026
WireAlexa Tablets sales begin in UK, Germany, France, Italy, Spain
Related Signals
Sources
- Amazon unveils new Alexa tablets with Alexa+ and Google Play Store accesstechcrunchMediaOct 8, 2026
- Amazon's new Alexa Tablets drop the Fire branding but are more Android than everars_technicaMediaOct 8, 2026
- Introducing all-new Amazon Alexa Tablets—powerful tablets with Alexa+ built inamazonMediaOct 8, 2026
- Amazon、Fireタブレットを廃止--Google Play対応「Alexa Tablet」3機種発表CNET JapanMediaOct 9, 2026
- AmazonがAndroid搭載の「Alexaタブレット」をリリース、15年続いた「Fire」ブランドは終了GIGAZINEMediaOct 9, 2026