A New Era for Amazon Tablets

Amazon has officially moved on from its long-standing Fire Tablet brand. After 16 years of dominance in the budget tablet space, the company is pivoting toward a more premium identity with the launch of its new Alexa Tablet series. This isn't just a simple name change; the new hardware represents a significant leap in performance and versatility aimed at competing directly with high-end devices like the iPad Pro.


The New Lineup

The transition introduces three primary models tailored to different user needs:

  • Alexa Tablet 12 Pro: The 12-inch flagship designed for productivity and creative work.
  • Alexa Tablet 11: A mid-sized, versatile device for media and casual use.
  • Alexa Tablet 8: A compact 8-inch model built for portability and one-handed use.

Upgraded Software and AI Integration

A major shift for the new tablets is the transition to a full version of Android 16. This change provides users with native access to the entire Google Play Store library. Additionally, Amazon has integrated Alexa+—an advanced, AI-enhanced version of its assistant—directly into the operating system. Unlike previous app-based versions, Alexa+ is system-wide and context-aware, allowing it to assist users based on the specific tasks they are currently performing.


Flagship Performance: The 12 Pro

The 12-inch Pro model is clearly aimed at professionals, boasting impressive specifications:

  • Display: A 3:2 aspect ratio screen with a 280ppi resolution and 120Hz refresh rate. It features a Nanomatte finish developed with Corning to mimic the look and feel of paper while reducing glare.
  • Power: Driven by an 8-core CPU and 7-core GPU, offering triple the processing power and nine times the graphics performance of previous Fire models.
  • Memory: Configurable with 8GB or 16GB of RAM and up to 256GB of storage.

To support this productivity focus, Amazon has introduced a high-precision Tablet Pro Pen and a magnetically attached, full-sized keyboard that offers a 1.3mm key travel for a laptop-like typing experience.


Kindle Integration and Reading Features

All new Alexa Tablets include a specialized Kindle mode. Once activated, the tablet automatically silences notifications, adjusts blue light filters, and optimizes battery life. Users can choose between a muted color display or an e-ink aesthetic. As noted in the product announcement, «The Kindle mode also allows the annotation tools from Kindle Scribe devices, letting you highlight, underline and add notes to whatever you are reading.» The mode even adds a satisfying page-turn animation to replicate the feel of a physical book.


Pricing and Availability

Amazon is positioning these devices as aggressive value alternatives to Apple's lineup. The Alexa Tablet 12 Pro starts at £449.99 (or £499.99 with the premium Nanomatte display), significantly undercutting the price of comparable iPad models. The Alexa Tablet 11 starts at £289.99, while the entry-level Alexa Tablet 8 is priced at £199.99. Kid-friendly versions with protective cases and parental control software are also available in 8.7-inch and 11-inch sizes.