Amazon replaces Fire branding with Alexa Tablets and Google Play access

Alexa Tablets change Amazon’s app offering

Amazon is phasing out its Fire tablet branding in favor of Alexa Tablets. The new devices run Google-certified Android and include Google Play access, changing how users can get apps on Amazon’s tablets.

Earlier Fire tablets used Fire OS, Amazon’s operating system, and Amazon’s Appstore. They lacked Google integration and the Google Play Store. The new lineup brings Google’s app store into the standard tablet experience.

That change also expands users’ choice of artificial intelligence (AI) apps. Ars Technica reports that Google app and Play Store access will let users run Gemini and other AI apps that work on Android.

Broader app access comes with higher prices

According to Ars Technica, the Alexa Tablet 8 starts at $230, the Alexa Tablet 11 at $330, and the Alexa Tablet 12 Pro at $500. Those are starting prices for the three models.

Ars Technica reports that the new tablets cost more than Amazon’s last Fire tablets. For shoppers, the shift pairs broader app access with a higher purchase price.

Alexa Plus plans and the October shipping date

Alexa Plus is presented as central to the new tablets. Planned features include conversations started with a wake word—a spoken cue that activates the assistant—along with product recommendations and answers informed by what is on the screen.

Those capabilities are described as planned features. Alongside that Alexa focus, Android app access will give users other AI options, according to Ars Technica.

As of October 8, 2026, Ars Technica reports that the lineup is available for preorder, with shipping scheduled for October 14, 2026. Buyers can place orders now, while the reported shipping date is still ahead.