Amazon Retires Fire Tablet Brand in Favor of New Alexa Tablet Line with Google Play Support

The transition to the Alexa Tablet brand comes with a corresponding shift in pricing, reflecting the improved materials and expanded capabilities of the hardware. The entire range is scheduled for release on October 14, with pre-orders beginning immediately.

The devices are moving upscale

The flagship Alexa Tablet 12 Pro is priced at $500 for the base model, which includes a conventional glass screen, 8GB of RAM, and 128GB of internal storage. For users who want the glare-reducing benefits of the Nanomatte display, the price increases to $550. The productivity accessories are sold separately, with the Alexa Tablet Pro Keyboard priced at $150 and the Alexa Tablet Pro Pen at $90. When fully equipped, the 12 Pro represents a significant investment, but one that Amazon believes is justified by the device’s versatility and the inclusion of the Google Play Store.

The mainstream Alexa Tablet 11 starts at $330, offering 8GB of RAM and 64GB of storage. This puts it in a competitive position against mid-range tablets from Lenovo and Samsung. The more portable Alexa Tablet 8 is priced at $220 for a configuration with 4GB of RAM and 64GB of storage.

The specialized Kids editions are priced slightly higher than the base hardware to account for the included accessories and services. The 11-inch Kids version is priced at $330, while the 8.7-inch Kids model will retail for $230.

By discontinuing the Fire Tablet series, Amazon is effectively closing a chapter on its "budget-first" philosophy. For years, the Fire line was the go-to recommendation for those who wanted the cheapest possible portal into the Amazon ecosystem. However, as mobile software has become more demanding and user expectations for build quality have risen, the limitations of the Fire brand became more apparent.

The launch of the Alexa Tablet family signifies that Amazon is no longer content with being a secondary "couch device." With the combination of premium aluminum builds, high-refresh-rate displays, advanced AI integration, and—most importantly—the freedom of the Google Play Store, Amazon has finally delivered a tablet lineup that can stand on its own as a primary computing device. Consumers in the U.S. now have a genuine fifth major alternative in the tablet market, offering a unique blend of Amazon’s service ecosystem and the expansive world of Android applications.