{
  "id": 12875344,
  "title": "Amazon retires the Fire brand for tablets after 15 years, replacing it with Alexa Tablets that run Android and ship on October 14, including the $499 12 Pro (David Pierce/The Verge)",
  "url": "https://urgent.news/2026/10/08/amazon-retires-the-fire-brand-for-tablets-after-15-years-replacing-it",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-10-08T13:11:31.000Z",
  "source": {
    "name": "Techmeme",
    "slug": "techmeme",
    "url": "https://www.theverge.com/tech/1007648/amazon-alexa-tablets-price-specs"
  },
  "original_language": "en",
  "account": "Amazon is discontinuing the Fire brand for tablets after 15 years, introducing Alexa Tablets powered by Android to hit store shelves on October 14th, including the $499 12 Pro model. These devices, named Alexa Tablets, aim to integrate Alexa Plus with computing and deliver excellent tablet performance. Unlike previous Fire tablets, these run Android, offering Google Play support and access to Amazon apps and services, with three models available: Tablet 8, Tablet 11, and the flagship 12 Pro. The 12 Pro, starting at $499, features a 12.5-inch screen with a 120Hz refresh rate, 500 nits of brightness, and a unique Nanomatte display for enhanced contrast and reduced glare. Equipped with a MediaTek Dimensity 8400 processor, the device positions itself as a potential iPad competitor, blending consumption-focused features with productivity tools like a keyboard case and stylus.",
  "summary": "They're powerful, priced to move, and filled with AI ideas. Don't you dare call them Fire tablets.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 9,
    "also_reported_by": [
      {
        "outlet": "Fortune",
        "title": "Amazon launches premium Alexa tablets to take on Apple and Samsung",
        "url": "https://urgent.news/2026/10/08/amazon-launches-premium-alexa-tablets-to-take-on-apple-and-samsung",
        "published": "2026-10-08T13:00:00.000Z"
      },
      {
        "outlet": "TechCrunch",
        "title": "Amazon unveils new Alexa tablets with Alexa+ and Google Play Store access",
        "url": "https://urgent.news/2026/10/08/amazon-unveils-new-alexa-tablets-with-alexa-and-google-play-store",
        "published": "2026-10-08T13:00:00.000Z"
      },
      {
        "outlet": "TechRadar",
        "title": "The Alexa Tablet 12 Pro is Amazon's first full Android tablet — and it might rival the iPad Air",
        "url": "https://urgent.news/2026/10/08/the-alexa-tablet-12-pro-is-amazons-first-full-android-tablet-and-it",
        "published": "2026-10-08T13:00:00.000Z"
      },
      {
        "outlet": "The Verge",
        "title": "Hands-on with Amazon’s Alexa Tablet 12 Pro and its wild new matte display",
        "url": "https://urgent.news/2026/10/08/hands-on-with-amazons-alexa-tablet-12-pro-and-its-wild-new-matte",
        "published": "2026-10-08T13:00:00.000Z"
      },
      {
        "outlet": "Tom's Guide",
        "title": "Fire Tablets are dead — Amazon announces new Alexa tablet lineup running Android",
        "url": "https://urgent.news/2026/10/08/fire-tablets-are-dead-amazon-announces-new-alexa-tablet-lineup",
        "published": "2026-10-08T13:00:00.000Z"
      },
      {
        "outlet": "CNA - Business",
        "title": "Amazon launches first Android tablets, raising prices and incorporating Alexa",
        "url": "https://urgent.news/2026/10/08/amazon-launches-first-android-tablets-raising-prices-and",
        "published": "2026-10-08T13:03:10.000Z"
      },
      {
        "outlet": "Handelsblatt",
        "title": "Alexa Tablet: Amazon stellt neue Tablets auf Android-System um",
        "url": "https://urgent.news/2026/10/08/alexa-tablet-amazon-stellt-neue-tablets-auf-android-system-um",
        "published": "2026-10-08T13:03:28.000Z"
      },
      {
        "outlet": "CNBC Technology",
        "title": "Amazon overhauls aging devices lineup with higher priced Alexa tablet, dumping the budget Fire",
        "url": "https://urgent.news/2026/10/08/amazon-overhauls-aging-devices-lineup-with-higher-priced-alexa-tablet",
        "published": "2026-10-08T13:24:43.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}