Amazon Alexa

Amazon is discontinuing its Fire tablet line and replacing it with a new range of Android-based tablets built around Alexa, with prices starting at $229.99. The move marks a shift away from Amazon's long-running, budget-priced Fire hardware toward more expensive devices running standard Android software, a notable change for a product line long known for undercutting rivals on price.

Amazon has launched a new line of tablets under the Alexa name, dropping the long-standing Fire branding. According to Ars Technica, the devices are now more Android than ever, moving closer to standard Android software while keeping Alexa integration at the centre of the experience. The rebrand marks a notable shift in Amazon's hardware strategy.

Amazon has introduced a new line of tablets with Alexa+ built in, dropping the long-standing Fire branding. Ars Technica notes the devices are 'more Android than ever', a shift that has drawn attention given Amazon tablets' historically stripped-back software. The rebrand signals Amazon pushing its AI assistant front and centre in its hardware lineup.