# Amazon's premium tablets take aim at Apple

> Amazon launches high-end Alexa tablets to compete directly with Apple and Samsung, marking a shift upmarket from its budget Fire line.
- Title: Amazon's premium tablets take aim at Apple · Fortune
- Summary: Amazon launches high-end Alexa tablets to compete directly with Apple and Samsung, marking a shift upmarket from its budget Fire line. Amazon unveiled…
- Keywords: amazon, alexa tablets, panos panay, apple, samsung, tablet market, hardware launch, Amazon's, premium, tablets, take, aim
- Source: Fortune — https://fortune.com/2026/10/08/amazon-launches-premium-alexa-tablets-squaring-off-with-apple-and-samsung
- Author: Sebastian Herrera
- Read time: 2 min
- Topics: amazon, alexa tablets, panos panay, apple, samsung, tablet market, hardware launch
## 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.
## Key takeaway

Amazon unveiled premium Alexa tablets priced below Apple's iPad to compete in the high-end market, led by Panos Panay who joined from Microsoft in twenty twenty-three.