Amazon Launches New Alexa Tablets, Discontinues Fire Lineup
Amazon has announced the launch of a new line of Alexa-branded tablets while discontinuing its budget-friendly Fire series. The new devices range in price from $230 to $550 and are set to ship on October 14. These models feature improved performance, AI capabilities, and an upgraded design that positions them as competitive with top-tier market offerings like the Apple iPad. This shift marks a strategic pivot for Amazon's hardware division under CEO Andy Jassy, who has been pushing for higher-margin revenue from devices since taking over in 2021. The company is moving away from its traditional strategy of selling low-cost gadgets to drive usage of other services and instead focusing on premium pricing. The new tablets run Google’s Android OS rather than Amazon's custom Fire OS, expanding app availability and user experience. Additionally, the integration of Alexa as a central feature aims to enhance engagement with Amazon's ecosystem.
Topics: Alexa tablets Amazon device strategy shift Fire products discontinuation