Amazon launches Android tablets with Alexa+ priced up to $550

Amazon unveiled on October 8, 2026, a new lineup called Alexa Tablets that runs Google's Android operating system instead of its proprietary Fire OS. The devices feature an aluminum body and integrate the Alexa+ voice assistant powered by generative artificial intelligence. The move marks a shift away from low-cost hardware sold at or near cost under Panos Panay, head of Amazon's devices division.

The new lineup is priced between $230 and $500, with the top model featuring 128 gigabytes of storage reaching $550. That represents a notable increase compared to the previous Fire HD 10, which cost over $180. The $550 price matches a Samsung Galaxy tablet and sits $100 above Apple's entry-level iPad at $450. Customers must also pay $20 to remove lock-screen ads on most models, up from $15 previously, while the most expensive model includes ad-free software.

The pivot to higher-end hardware comes as global tablet shipments declined 12% year over year in the second quarter to 33.6 million units, according to IDC. In the United States, sales dropped 32% amid memory chip shortages. Amazon's global market share fell to 1.9% in the second quarter from 8% a year earlier, trailing Apple at 34% and Samsung at 17.5%.

Using Alexa+ on the tablets will require a Prime subscription or a dedicated service plan. Amazon has invested billions of dollars into upgrading Alexa with generative AI for smart-home tasks, shopping, and integrations with services like Uber and Grubhub. Existing Fire OS tablets will continue to operate, though a company spokesperson did not confirm how long software support and the app store will remain active.