Amazon has introduced a new range of tablets that represents a significant shift in its corporate strategy, as these devices from the main line operate with Android for the first time and provide access to the Google Play store. These devices are also equipped with Alexa+, a version of the virtual assistant that incorporates generative artificial intelligence (AI), and are launched at prices higher than previous Fire models.
Named Alexa Tablets, this new series comprises three models with screen sizes of 8.7, 11, and 12 inches. Unlike Fire tablets, these new devices feature an aluminum build and were presented by the company as suitable solutions for various purposes, from reading and watching videos to work tasks and increasing productivity.
The starting prices range from US$ 229.99 (equivalent to about R$ 1,250) and can reach US$ 549.99 (approximately R$ 3 thousand), depending on the chosen configuration.
This change comes after years in which Amazon focused on low-cost products, aiming to attract customers to its services such as Amazon Music, Kindle, and Prime Video. According to Reuters, in the second quarter of 2026, the company's share in the global tablet market was only 1.9%, compared to 8% in the same period the previous year. In this scenario, Apple maintained the lead with 34%, followed by Samsung, which held 17.5% of the market.
The most sophisticated model features a 12-inch screen, 280 pixels per inch resolution, and a 120 Hz refresh rate. It is equipped with an eight-core chip manufactured using a 4-nanometer process, supports up to 16 GB of RAM, and has four Dolby Atmos-compatible speakers, along with Wi-Fi 6E and a battery capable of sustaining up to 16 hours of video playback.
Among the available options is the Nanomatte screen, developed specifically to reduce reflections without significantly compromising detail and color. Amazon also made exclusive accessories available for this model, such as a magnetic keyboard and a digital pen, which allows for note-taking, drawing, and writing.
Alexa Tablet 12 Pro Details
The Alexa Tablet 12 Pro has a starting price of US$ 499.99 (about R$ 2,700). The version equipped with the anti-reflective Nanomatte screen costs from US$ 549.99 (approximately R$ 3 thousand). The keyboard can be purchased separately for US$ 149.99 (about R$ 820), and the pen costs US$ 89.99 (approximately R$ 490).
Primarily focused on entertainment, the mid-range model features an 11-inch screen with 2.5K resolution, a 90 Hz refresh rate, and a 16:10 aspect ratio. This setup includes an eight-core processor, 8 GB of RAM, 64 GB of storage, and Dolby Atmos speakers. Its battery promises up to 15 hours of video playback. This device will be available in Graphite, Amethyst, and Matcha colors, with prices starting from US$ 329.99 (approximately R$ 1,800).
The smaller model was designed for users who value portability. Weighing only 329 grams and measuring 7.95 millimeters thick, it is the lightest and thinnest in the entire family. Its specifications include an eight-core processor, 4 GB of RAM, 64 GB of storage, and a battery for up to 14 hours of video. The available colors are Graphite, Rosette, and Teal, starting at US$ 229.99 (about R$ 1,250).
All three models integrate the reading experience through the Kindle app. When starting a book, the device can silence notifications, reduce blue light emission, and adjust its operation to optimize battery life. Amazon states that the autonomy can reach 20 hours during reading. There are three display schemes, including paper-like aspect ratio and grayscale options. In the Pro model, the Nanomatte screen also aims to provide greater visual comfort in well-lit environments.
The company has also implemented a personalized interface that consolidates content the user is consuming, whether reading, watching, listening, or playing. The home screen can display suggestions and recommendations based on the use of Amazon services.
Amazon Kids Tablets
In addition to the main line, Amazon has launched the Amazon Kids Tablets, featuring 8.7 and 11-inch screens, and versions adjusted for different age groups. The packages include a protective case, one year of Amazon Kids+ subscription, and parental control features. For children aged three and older, the devices come with a themed soft case, such as Barbie and Paw Patrol. Versions for children under six feature a thinner rigid case and integrated support.
These models also run on Android and access the Google Play Store under parental supervision. Through the Parent Dashboard, parents and guardians have the ability to set screen time limits, filter content, monitor activities, and remotely manage device usage. Amazon has integrated Storybuilder into Kids+, an AI tool that allows children to create illustrated stories and comics using voice commands, which guardians can track via the control panel.
The 8.7-inch Amazon Kids Tablet starts from US$ 229.99 (about R$ 1,250), while the 11-inch version starts at US$ 329.99 (approximately R$ 1,800).
As announced by Amazon, the new Alexa Tablets and the children's models will be available in the United States, Mexico, and Canada starting October 14, 2026. The launch of the children's line will also occur in Japan on the same date. The UK, Germany, France, Italy, and Spain will receive the devices starting October 19.
Reuters reported that the announced prices do not include a single fee to disable ads displayed on the lock screen. This charge will be US$ 20 (about R$ 110) on models that feature advertising; the most expensive tablet in the line will not have such ads.
