The well-known technology company Amazon has introduced tablets for the first time that will run on Google’s Android operating system and will also include the company’s advanced AI voice assistant, Alexa Plus.
For years, Amazon’s name has been associated with low-cost tablets, but the company has now changed that approach. The prices of the new “Alexa tablets” have reached $550, more than three times the price of its previous most expensive tablet.
Entry into the Premium Market
According to the news agency Reuters, the company has taken this step as part of its strategy to expand into the market for expensive, high-quality devices. The “Alexa tablets” were unveiled yesterday in the American city of San Francisco, with starting prices ranging from $230 to $500, while the most expensive model has been priced at $550.
All the new tablets come with an aluminium body, whereas Amazon’s previous Fire tablets came with plastic bodies.
Who Are They Competing Against?
The high-end model, priced at $550 with 128GB of storage, has been positioned against Apple’s $450 iPad and Samsung’s $550 Galaxy tablet. Previously, Amazon’s most expensive Fire HD 10 tablet was available for around $180, although the company often offered discounts on it.
A Change in the Old Strategy
According to Panos Panay, Amazon’s head of devices, this decision reflects the company’s shift from low-cost devices towards higher-priced products.
In the past, the purpose of low-priced tablets was to connect consumers with services such as Prime Video, Kindle, Music and e-commerce. In return, compromises had to be made in screen quality and battery life compared with Apple and Samsung.
The Arrival of Android
According to the report, Amazon developed these tablets under the codename “Kitty Hawk.” The company has now moved away from Fire OS and switched to Android, although Fire OS itself was a modified version of Android. One benefit of this change is that consumers will no longer be limited to the Fire OS app store.
Alexa Plus
The most prominent feature of the new tablets is the AI-powered Alexa Plus, which will be able to perform various tasks in addition to answering questions. However, using it will require a Prime membership or a separate subscription.
Market figures also lie behind this bold decision. Amazon’s share of the global market has fallen from 8% a year ago to 1.9%. Apple ranks first with a 34% share, while Samsung ranks second with 17.5%.
A Separate Price for Removing Advertisements
The prices of the new tablets do not include the fee for removing lock-screen advertisements. Consumers will have to make a one-time payment of $20 for this, which is higher than the $15 fee for Fire OS tablets. However, the most expensive Alexa tablet will not have advertisements at all.
What Is the Future of Older Tablets?
Amazon says that older tablets running Fire OS will continue to work as before. However, the company has not clarified whether it will continue maintaining Fire OS and its app store in the future.