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Amazon's new Alexa tablets drop Fire branding
Original: amazon alexa tablets
Amazon has launched a new line of tablets under the Alexa name, retiring the long-standing Fire branding. According to Ars Technica, the devices are 'more Android than ever', signalling a shift in how Amazon positions its budget tablets. The rebrand ties the hardware closer to Amazon's voice assistant ecosystem, and the move is drawing attention as a notable change to one of the company's best-known product lines.
Why now: Amazon's decision to retire the familiar Fire tablet brand in favour of Alexa is a surprising rebrand that tech commentators are discussing.
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