Amazon is releasing a new line of premium tablets and intensifying competition with Apple

Amazon has unveiled a new line of tablets, signaling a significant shift in the company's hardware direction. The company introduced three new devices — the Amazon Alexa Tablet 8, 11, and 12 Pro — and this time shifted its focus toward the more premium segment, where Amazon aims to compete with Apple and Samsung.

The new tablets will be priced from $230 to $500. The most significant change is the full integration of the Google Play Store, which will give users access to apps like Gmail, YouTube, and Google Docs. With this move, Amazon is trying to eliminate the software limitations that had largely turned its Fire devices into low-cost multimedia products in the past.

The new devices are also equipped with the company's updated artificial intelligence system, Alexa+. Through it, users will be able to receive on-screen contextual assistance, interact via voice, and find personalized content. The system also works with multi-window mode, making it more practical to use tablets for work.

The flagship Alexa Tablet 12 Pro features a thin aluminum body and an additional anti-reflective Nanomatte display developed in collaboration with Corning. A magnetic keyboard and an active stylus are also available for the device, underscoring Amazon's goal of turning the tablet into not just an entertainment device, but a work device as well.

Amazon's new strategy comes amid slowing demand in the tablet market. According to IDC data reported by Bloomberg, global tablet shipments fell 12.3% year-over-year in the second quarter. Meanwhile, growth in Apple's iPad segment is expected to be less than 2% this year, following moderate growth recorded in 2025.

Under these conditions, Amazon is trying to capture market share through competitive pricing and higher-end features. The company is particularly aiming to position itself ahead of Apple's 2027 iPad update cycle.

Pre-orders for the new tablets have already begun. Delivery will start on October 14 in North America and October 19 in Europe. Whether Amazon's new strategy will succeed in reviving demand for tablets remains to be seen, but the specifications and pricing of the new products suggest the company is planning more aggressive competition in the premium segment.