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Amazon drops Fire branding for new Alexa tablets

Original: amazon alexa

Amazon has launched a new line of Alexa-branded tablets, retiring the long-standing Fire name. Reporting by Ars Technica notes the devices are, beneath the surface, more Android than ever, suggesting a shift in how Amazon positions its budget hardware. The rebrand is drawing attention for what it signals about the company's device strategy and its reliance on Android underpinnings.

Why now: Amazon's decision to retire the familiar Fire tablet branding and lean further on Android is a notable strategic shift.

AmazonAlexaArs Technica

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Evidence

• Amazon’s new Alexa Tablets drop the Fire branding but are more Android than ever · Ars Technica

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