Amazon targets Apple with high-end Alexa tablets featuring Google Play apps

Investing.com -- Amazon.com Inc (NASDAQ: AMZN) introduced a redesigned hardware portfolio on Thursday, unveiling three new tablets that integrate Google's (NASDAQ: GOOGL) Play Store app suite and feature built-in artificial intelligence through its Alexa+ engine. The lineup marks a distinct strategic pivot for the Seattle-based e-commerce giant, which is retiring its low-cost Fire brand in favor of premium hardware aimed at directly challenging Apple Inc (NASDAQ: AAPL) and Samsung Electronics Co Ltd (KS:005930).

The new product architecture includes the Amazon Alexa Tablet 8, 11, and 12 Pro, priced at $230, $330, and $500, respectively. By incorporating full Android app compatibility, including core platforms like Gmail, YouTube, and Google Docs alongside its native Prime and Kindle services, Amazon is seeking to eliminate the software limitations that historically relegated its hardware to budget media consumption.

The aggressive release comes as the global tablet sector faces an ongoing contraction, exacerbated by lingering memory-chip supply constraints and broader macroeconomic pressure. Industry data from IDC, cited by Bloomberg, shows worldwide tablet shipments declined 12.3% year-over-year in the second quarter, while leader Apple is projected to post sub-2% growth in its iPad segment this year following a modest expansion in 2025.

To overcome category headwinds, Amazon is relying on competitive price points and high-end features to capture market share ahead of Apple's planned iPad refresh cycle in 2027. The flagship 12 Pro model features a thin aluminum unibody frame, an optional anti-glare Nanomatte display engineered alongside Corning Incorporated (NYSE: GLW), and productivity accessories like a magnetic keyboard and active stylus.

Underpinning the hardware is Amazon’s upgraded Alexa+ intelligence, which provides contextual on-screen assistance, live voice interactions, and personalized content discovery across the operating system. The software integration allows users to run multi-window productivity tasks while utilizing real-time AI context, reflecting Amazon's ambition to position the devices for both work and personal utility.

The tablets are available for pre-order immediately and will begin shipping in North American markets on Oct. 14, followed by a European rollout on Oct. 19. Whether Amazon's strategic shift can spark broader demand remains to be seen, but the enterprise-ready feature set and aggressive pricing signal a clear intent to disrupt the high-end tablet market.

Original Article

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