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Amazon retires Fire branding for new Alexa tablet lineup

Original: Amazon has retired its 15-year-old Fire branding, revealing an all-new tablet portfolio headlined by the $499 Alexa Tabl

Amazon has dropped its 15-year-old Fire tablet branding, unveiling a new lineup led by the $499 Alexa Tablet 12 Pro. The devices ship with native Google Play Store access out of the box, a first for Amazon tablets, and feature the company's next-generation Alexa+ generative AI assistant. The move marks a significant repositioning of Amazon's hardware line around AI.

Why now: Amazon's surprise retirement of its long-standing Fire brand and embrace of Google Play and generative AI is big news in tech

AmazonFireAlexa Tablet 12 ProAlexa+Google Play Store

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• Amazon has retired its 15-year-old Fire branding, revealing an all-new tablet portfolio headlined by the $499 Alexa Tablet 12 Pro. The new hardware brings native Google Play Store access out of the box alongside Amazon's next-generation Alexa+ generative assistant. Will… · gadgetry@techhub.social · 1

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