Amazon Launches Android Tablets With Alexa+ AI
Amazon has introduced its first tablets running Google’s Android operating system, marking a major shift from its budget-focused Fire tablets. The new Alexa Tablets feature premium aluminum designs, higher prices, and the company’s generative AI-powered Alexa+ assistant.
Moreover, the launch signals Amazon’s ambition to compete more directly with Apple and Samsung in the premium tablet market.
The new lineup starts at $230 and reaches $550, depending on the model. However, customers must have an Amazon Prime or Alexa+ subscription to access the advanced AI assistant.
Amazon Alexa Tablets Bring Android and Premium Features
Amazon developed the new tablets under the internal codename Kittyhawk. Previously, the company relied on Fire OS, its customized version of Android, across its tablet lineup.
However, Fire OS faced criticism for its limited app selection and compatibility challenges. Developers also had to create separate versions of their applications for Amazon’s ecosystem.
With Android, the new Alexa Tablets aim to provide broader app access and greater flexibility. Consequently, users could enjoy a more familiar experience than on previous Fire tablets.
Additionally, Amazon has replaced plastic tablet bodies with aluminum cases to create a more premium appearance.
The most expensive Alexa Tablet offers 128GB of storage and costs $550. In comparison, Apple’s iPad costs $450, while a comparable Samsung Galaxy tablet costs $550.
Meanwhile, Amazon’s previous Fire HD 10 tablet sold for around $180 before promotional discounts.
The shift reflects a broader strategy under devices chief Panos Panay. Rather than emphasizing inexpensive hardware, Amazon now wants to attract customers seeking better features and premium designs.
Previously, Amazon offered affordable tablets to encourage spending on Prime Video, Kindle, music, and online shopping. However, that approach often involved compromises in display quality, performance, and battery life.
Alexa+ AI Assistant Becomes a Key Selling Point
Amazon has positioned Alexa+ as a central feature of its new Android tablets. The upgraded assistant uses generative AI to answer questions, complete tasks, and support everyday activities.
Furthermore, Alexa+ can assist with connected home devices, shopping, and third-party services such as Uber and Grubhub.
Amazon has invested billions of dollars in modernizing Alexa and expanding its capabilities. Nevertheless, the AI service remains unprofitable.
Customers will need an Amazon Prime membership or a separate Alexa+ subscription to use the assistant. However, Prime members can access Alexa+ without paying an additional subscription fee.
The tablets also retain Amazon’s lock-screen advertising system on most models.
Customers must pay a one-time $20 fee to remove these advertisements, compared with $15 on older Fire tablets. However, the highest-priced Alexa Tablet comes without lock-screen ads.
Additionally, advertising revenue helps support Amazon’s ongoing product development and innovation efforts.
Amazon Faces Declining Tablet Sales and Strong Competition
Amazon’s premium tablet strategy arrives during a challenging period for the global tablet industry.
According to IDC, worldwide tablet shipments fell 12% year over year in the second quarter of 2026, reaching 33.6 million units.
Meanwhile, the US tablet market experienced an even sharper decline. Shipments dropped 32% during the same period, partly because of memory chip shortages.
Amazon’s global tablet market share also declined significantly.
The company held just 1.9% of the worldwide tablet market, compared with 8% a year earlier. In contrast, Apple led with 34%, followed by Samsung at 17.5%.
Therefore, Amazon faces considerable pressure to differentiate its new devices and regain customers.
The company hopes Android compatibility, improved hardware, and Alexa+ integration will strengthen its competitive position.
However, questions remain about the future of Fire OS and its dedicated app store.
Existing Fire OS tablets will continue working. Nevertheless, Amazon has not clarified whether it will maintain the operating system and app marketplace long term.
Earlier in 2026, Amazon ended support for older Kindle models, citing software maintenance expenses.
Ultimately, the Alexa Tablet launch represents a significant change in Amazon’s hardware strategy. By combining Android with generative AI and premium construction, the company aims to rebuild its presence in an increasingly competitive tablet market.
