Amazon enters premium tablet market with Alexa 12 Pro

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Amazon has moved beyond its budget-focused Fire tablet range

Amazon has introduced the Alexa Tablet 12 Pro as part of a new tablet lineup that marks a shift from its traditionally budget-focused Fire tablet range.

The 12-inch tablet is Amazon’s first to support full Android, giving users access to the Google Play Store and a wider selection of apps, including YouTube, Google Maps and Gmail.

The company has also dropped the Fire branding and Fire OS from the new range.

The Alexa Tablet 12 Pro features a 12-inch display with a 120Hz refresh rate and up to 16GB of RAM.

Amazon says the tablet delivers three times the CPU performance of any tablet it has previously produced, putting it closer to premium devices such as Apple’s iPad Air.

The company is positioning the tablet as a productivity and entertainment device rather than simply an affordable entry-level tablet.

The Alexa Tablet 12 Pro also comes with built-in Alexa+ integration, bringing Amazon’s AI assistant directly into the tablet experience.

The new lineup includes two smaller models — the Alexa Tablet 11 and Alexa Tablet 8 — alongside the 12 Pro.

Amazon Devices International Vice President Eric Saarnio described the launch as the company’s biggest development in tablets to date, highlighting the shift from its earlier Fire tablet strategy.

Amazon’s Fire tablets have traditionally competed in the lower-cost segment, with the company using them partly to connect customers with its wider digital ecosystem.

The Alexa Tablet 12 Pro represents a move into the premium tablet market, with hardware and software designed to compete more directly with high-end Android tablets and Apple’s iPad range.

The company has not abandoned its existing tablet lineup, but the new Alexa-branded devices indicate a broader approach to Amazon’s tablet business.

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