Panay brings Microsoft magic to Amazon

Amazon hired Panos Panay from Microsoft in twenty twenty-three to lead its devices division. Three years later, he is developing premium tablets to compete with Apple and Samsung.

New tablets run Android, not Fire OS

Unlike Fire tablets optimized for Amazon services, the new Alexa tablets run Android with full access to the Google Play Store. This marks a significant shift in Amazon's software strategy.

Three models at different price points

The Alexa Tablet twelve Pro costs four hundred ninety-nine dollars ninety-nine cents for one hundred twenty-eight gigabytes. The Alexa Tablet eleven costs three hundred twenty-nine dollars ninety-nine cents. An eight point seven-inch entry model also launches.

Undercutting Apple but trailing on specs

Amazon prices the Alexa Tablet twelve Pro below Apple's eleven-inch iPad at four hundred forty-nine dollars. But Apple leads in display technology, connectivity, thinness and storage. Samsung's Galaxy Tab S twelve plus starts at one thousand one hundred ninety-nine dollars ninety-nine cents.

Tablets designed around how people live

Panay said the tablets are for the moment you need it, in the background when you don't. Amazon built them around how real people actually live, watch, read and share a single screen.

“the moment you need it, in the background when you don't”

Alexa plus gets a premium platform

Amazon's primary goal is to boost Alexa plus, its updated AI assistant rolled out earlier this year. On tablets, Alexa can read screen content and enable hands-free conversation. Alexa plus is free for Prime members or nineteen dollars ninety-nine cents monthly.

Sales begin October fourteenth

The new Alexa tablets go on sale October fourteenth in the U.S., Canada and Mexico. A rollout to the UK, Germany, France, Italy and Spain starts October nineteenth.