Amazon Launches New Alexa Tablet Family With 12-Inch Pro Model and Google Play Support
Developing story first seen 2 hours ago
Amazon has unveiled a new Alexa tablet lineup consisting of three models in 8.7-inch, 11-inch, and 12-inch sizes, marking a shift from its previous Fire tablet branding. The flagship 12-inch Alexa Tablet Pro, priced from $499, features an optional matte screen designed to minimise reflections and improve visibility outdoors or during reading sessions. A significant upgrade across the range is native Google Play access, enabling users to download apps and receive updates directly through Google's ecosystem rather than relying on Amazon's curated app store.
The expanded lineup includes child-focused versions of the 8.7-inch and 11-inch models, complete with protective cases featuring licensed characters and bundled Kids+ subscriptions. Amazon is positioning these tablets as premium alternatives to iPad models whilst maintaining competitive pricing, representing a substantial step forward from its previous budget-oriented offerings. The company has also signalled broader Alexa hardware expansion through a new design framework called Neo, suggesting these tablets are part of a larger strategy to establish Alexa as a premium device ecosystem.
- Amazon introduced three Alexa tablets (8.7", 11", 12" Pro starting at $499) replacing Fire tablets with Google Play access and optional anti-glare matte screen
- Children's models available with themed protective cases and included year of Kids+ subscription
- New devices represent part of Amazon's broader Alexa hardware expansion using 'Neo' design framework
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Amazon sells tablets called Fire tablets, which are designed as lower-cost alternatives to Apple's iPad, primarily for entertainment and shopping. They run a modified version of Android, but limit users to Amazon's app store, meaning they cannot install many of the applications available on other Android tablets. The tablets have been successful as budget options but have never become serious competitors to iPad.
A significant limitation of Amazon tablets has been their closed app store – users cannot download applications from Google Play, which is the main place Android users find and install software. This means that many apps and services widely available on smartphones and other tablets are unavailable on Amazon devices. For consumers familiar with Google's services, this made Amazon tablets less appealing.
Amazon is now attempting to compete in the premium tablet market by adding Google Play support whilst keeping prices lower than iPad. The company is repositioning its tablet range under the Alexa brand and offering different sizes, including models designed for children. This strategy suggests Amazon wants to attract consumers who value access to popular apps and want a lower-cost alternative to iPad.
Full account
Amazon has unveiled a new family of Alexa Tablets comprising three main sizes—12-inch Pro, 11-inch, and 8-inch models—alongside dedicated children's variants. The announcement represents a significant strategic reorientation for the company, with all models featuring full access to Google's Play Store rather than Amazon's historically restricted app ecosystem.
This shift marks a notable departure from Amazon's long-standing approach. Since launching the original Kindle Fire in 2011, the company's tablets have operated on customised Android software with limited access to Amazon's own app store. The new Alexa Tablets, whilst retaining custom Android architecture, now provide unrestricted access to Google Play's vastly larger application library, reflecting a strategic alignment more akin to Samsung's approach with its own Android modifications. This move ensures users receive developer updates and bug fixes more promptly, as most developers prioritise Google Play distribution.
The flagship Alexa Tablet 12 Pro showcases premium construction and performance specifications. Featuring a solid aluminium unibody design weighing 550 grams, the device incorporates up to 16GB of RAM and a 4-nanometre 8-core processor that Amazon claims delivers three times faster processing and nine times faster graphics than any previous tablet from the company. The Pro model includes quad Dolby Atmos speakers, Wi-Fi 6E capability and provides approximately 16 hours of video playback on a single charge.
The display technology distinguishes the Pro model particularly. The 12.3-inch screen operates at 280 pixels per inch with 120-hertz refresh capability in a 3:2 aspect ratio. Most notably, Amazon has partnered with Corning to introduce Nanomatte display technology, which etches precise pixel-aligned textures into the glass at sub-pixel level. This eliminates glare whilst preserving colour accuracy and contrast—a significant achievement compared to conventional matte screens that scatter light inconsistently. The resulting surface provides paper-like tactile qualities, particularly beneficial when using the stylus. A conventional glossy display option provides a more affordable alternative.
The device family includes software enhancements centred on reading and entertainment. A redesigned Kindle mode automatically silences notifications, reduces blue-light emission and optimises battery consumption, extending runtime to approximately 20 hours. Users can select from three display modes: Standard, Colour and Ink grayscale. The 11-inch model targets entertainment with a 2.5K display, 90-hertz refresh rate and 16:10 cinematic aspect ratio, whilst the 8-inch variant prioritises portability at just 7.95 millimetres thickness and 329 grams. Both larger models feature Dolby Atmos audio; the 8-inch provides approximately 15 hours video playback.
Pricing commences at $230 for the 8-inch model, $330 for the 11-inch, and $500 for the 12-inch Pro with standard display. The Nanomatte variant begins at $550. Optional accessories for the Pro include a stylus priced at $90 and a magnetic keyboard at $150. Children's variants of the 8.7-inch and 11-inch tablets include protective cases—soft bumper designs for ages three and above, or slim hard cases with kickstands for ages six and above—featuring licensed character theming from properties such as Paw Patrol and Barbie. Each bundle includes one year of Amazon Kids+ subscription, providing ad-free content alongside a new Storybuilder feature for creating illustrated narratives through voice commands.
Where outlets differ
Source 1 emphasises hands-on assessment of the Nanomatte display's performance in bright ambient light, highlighting the dramatic visual difference between matte and glossy options through personal observation
Source 2 concentrates exclusively on the children's market segment, emphasising family-friendly features and bundled content services rather than technical specifications
Source 3 provides comprehensive technical specifications and pricing across all three main models without subjective evaluation or emphasis on particular features
Source 4 prioritises the Google Play Store access as a fundamental strategic realignment, framing it as a major departure from Amazon's historical app-ecosystem restrictions
Coverage
- The Verge — Amazon unveils premium 12.3-inch tablet with glare-reducing matte screen
- Engadget — Amazon launches two larger children’s tablets with Kids+ subscription
- Engadget — Amazon unveils three Alexa tablets, including a 12-inch Pro model
- Engadget — Amazon’s latest tablets gain Google Play access for a wider app choice
- Engadget — Amazon plans more Alexa hardware under new Neo design framework
- Engadget — Amazon launches 12-inch Alexa tablet from $499 as cheaper iPad Pro rival
- Engadget — Amazon replaces Fire HD 10 with larger, more capable 12 Pro
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