Amazon Retires Fire Tablets for Alexa-Branded Line Starting at $229.99

Amazon is ending its Fire tablet line after more than ten years and replacing it with Android-based devices sold under the Alexa brand, the company announced Thursday. Three models make up the new range: the Alexa Tablet 8, the Alexa Tablet 11, and the Alexa Tablet 12 Pro. Starting prices span $229.99 to $549.99. All three are available for purchase now, with shipping set to begin Oct. 14 in the United States, Mexico, and Canada. The shift marks Amazon's move away from the Fire name it has used for over a decade of tablet sales, and places the Alexa brand at the center of its tablet hardware. The announcement was made by Amazon, whose ticker symbol is $AMZN. No further product specifications, software details, or Alexa feature information were disclosed in the announcement.