Amazon launches premium Alexa tablets to challenge iPad and Samsung devices
The new 8‑inch, 11‑inch and 12‑inch Pro models feature aluminum bodies, upgraded processors and full Google Play access.
By Felo News Desk · Published
Amazon announced a new line of premium Alexa tablets on Thursday, positioning the devices against Apple’s iPad and Samsung’s flagship tablets, according to both The Independent and Fortune.
What happened
The company revealed three models – the Alexa Tablet 8, Alexa Tablet 11 and Alexa Tablet 12 Pro – that will launch later in October. All three run Android (The Independent says Android 16) and include full access to the Google Play Store, a first for Amazon’s tablet range. The devices feature aluminium casings, higher‑performance processors and the integrated Alexa+ assistant, which can answer on‑screen queries, summarise webpages and assist with tasks.
What the reports add
The Independent notes that the tablets are designed to look “more iPad‑like than ever before” and highlights the 12 Pro’s price of £499.99. Fortune adds that senior vice‑president Panos Panay, who joined Amazon from Microsoft in 2023, led the development and described the tablets as built for “the moment you need it, in the background when you don’t.” The two outlets differ on the Android version cited – Android 16 in The Independent versus an unspecified Android version in Fortune.
What was said
"We built these around how real people actually live. How they watch. How they read. How a family shares a single screen," Panay told Fortune in a statement. The Independent does not quote Amazon executives directly but describes the Alexa+ integration as a core feature of the new tablets.
How it came about
Amazon’s move follows a series of hardware upgrades earlier in the year, including the refreshed Kindle lineup announced on 2 October 2026 (Amazon Kindle refresh). The company’s strategy appears to shift from low‑cost Fire tablets toward higher‑margin premium devices, a trend echoed in recent market reports that show Apple overtaking Samsung in European carrier sales (see Felo’s 7 October 2026 article). Panos Panay’s recruitment from Microsoft in 2023 was intended to bring device expertise to Amazon, and the new tablets represent the first major product line he has overseen at the firm.
Key facts
- Amazon unveiled three new Alexa tablets – 8‑inch, 11‑inch and 12 Pro – that run Android with Google Play access. (independent.co.uk)
- The tablets feature aluminium bodies, upgraded processors and the Alexa+ assistant. (fortune.com)
- Panos Panay, senior vice‑president of Amazon Devices, led the development and said the devices are built for everyday family use. (fortune.com)
- The Alexa Tablet 12 Pro is priced at £499.99 according to The Independent. (independent.co.uk)
Where accounts differ
- Android version reported: runs on Android 16 (independent.co.uk); runs Android with full access to the Google Play Store (no version specified) (fortune.com)
Timeline
- 2026-10-02 — Amazon refreshed its Kindle lineup with new colours and an aluminium model.
- 2026-10-07 — Apple overtook Samsung as the top smartphone brand in European carrier sales (Q2 2026).
- 2026-10-08 — Amazon announced the premium Alexa tablet lineup.
Why it matters
The tablets give Amazon a direct hardware competitor in the premium tablet market, challenging Apple’s iPad and Samsung’s Galaxy Tab lines.
What happens next
Amazon plans to ship the devices later in October, with pricing and detailed specifications to be confirmed on its website.
What we don't know yet
- Exact processor specifications
- Battery capacity and runtime
- Detailed release dates for each model
Sources
- [1] independent.co.uk
- [2] fortune.com
