Amazon launches Android tablets with Alexa+ starting at $230

# Amazon Launches Android-Powered Alexa Tablets to Challenge Apple and Samsung

Amazon has unveiled its first tablets powered by Google’s Android operating system, marking a major shift in its hardware strategy as the company seeks to strengthen its position against Apple and Samsung in the competitive tablet market.

The Seattle-based technology giant introduced its new Alexa Tablets on October 8, with prices starting at approximately $230 and reaching $550 for the highest-end model. The devices feature aluminum construction and integrate Alexa+, Amazon’s generative artificial intelligence assistant, as a central part of the user experience.

The launch signals a departure from Amazon’s long-standing reliance on Fire OS, its customized Android-based operating system that has powered the company’s Fire tablets for years. Although Fire tablets have traditionally competed on affordability, their more limited app ecosystem has been a disadvantage for users seeking access to a broader range of applications.

By adopting Android for its new tablet lineup, Amazon is bringing the Google Play Store to its devices, giving customers access to a wider selection of apps and services. Reuters previously reported that Amazon had been developing the tablets under the internal code name “Kittyhawk.”

The move could help Amazon attract consumers who have been reluctant to purchase Fire tablets because of their software limitations. Access to Google’s app ecosystem may also make the devices more appealing to customers who already use Android smartphones and other Google services.

The new lineup includes models priced between $230 and $500, with the most expensive configuration reaching $550. Unlike earlier Fire tablets, which generally used plastic construction, the new devices feature aluminum cases, reflecting Amazon’s effort to position them as more premium products.

The top-end model offers 128 gigabytes of storage and costs $550, placing it in direct competition with similarly priced tablets from established manufacturers. According to Reuters, the device is priced alongside Apple’s $450 iPad and a $550 Samsung Galaxy tablet, putting greater emphasis on design, software compatibility and AI capabilities.

Alexa+ is another major component of Amazon’s new strategy. The generative AI assistant is designed to answer questions, assist with everyday tasks and interact with connected services, extending Alexa beyond its traditional role as a voice-controlled assistant.

Amazon says access to Alexa+ requires an Amazon Prime membership or a separate subscription. The company has invested heavily in upgrading the assistant, aiming to support more sophisticated activities involving smart-home controls, shopping and third-party services such as Uber and Grubhub.

Integrating Alexa+ into the tablets gives Amazon another way to bring its AI services directly to consumers. It could also strengthen connections between the company’s hardware, subscriptions and broader digital ecosystem.

The strategy is being developed under Devices chief Panos Panay, who has been leading efforts to reposition Amazon’s hardware business. Historically, the company has focused on relatively inexpensive devices that can encourage customers to use services such as Prime Video, Kindle, music streaming and online shopping.

The new tablets suggest Amazon is seeking a broader hardware strategy, one that places greater emphasis on device quality, software flexibility and AI-driven features rather than relying primarily on low prices.

The shift comes as the global tablet market faces mounting pressure. Worldwide tablet shipments declined 12% year over year in the second quarter to 33.6 million units, according to IDC figures cited by Reuters. U.S. tablet sales fell 32% over the same period, with a shortage of memory chips contributing to the downturn.

Amazon’s position in the market has weakened considerably. Its share of global tablet shipments dropped to 1.9% in the second quarter, down from 8% a year earlier. Apple remained the market leader with a 34% share, while Samsung held 17.5%.

Those figures underscore the challenge Amazon faces as it attempts to rebuild its presence in a market dominated by companies with established hardware platforms and extensive software ecosystems.

The adoption of Android could help address one of the most persistent criticisms of Fire tablets, but it also places Amazon in more direct competition with established Android device makers. The company will need to convince customers that its combination of hardware, Alexa+ and Amazon services offers a compelling alternative.

Amazon is retaining advertising as part of its tablet business model. The new devices will display advertisements on their lock screens, with customers required to pay a one-time $20 fee to remove them. That fee is higher than the $15 charge associated with Fire OS tablets.

The most expensive Alexa Tablet will not include lock-screen advertisements, according to Amazon, providing an additional distinction between its premium offering and lower-priced models.

Meanwhile, existing Fire OS tablets will continue to function. Amazon has not yet clarified whether it will continue maintaining the operating system and its associated app store, leaving questions about the platform’s longer-term future.

The new Alexa Tablets are scheduled to begin reaching customers in North America on October 14, followed by launches in several European markets on October 19.

With the introduction of Android, aluminum designs and a stronger emphasis on generative AI, Amazon is attempting to redefine its tablet business. The success of the strategy will depend on whether these changes can attract customers seeking a more versatile alternative to Fire tablets while giving Amazon a stronger foothold against Apple and Samsung.