Amazon Unveils New iPad Rivals With Alexa+ and Google Play

Amazon today announced a new lineup of Alexa Tablets, introducing three aluminum tablets with Google Play access, integrated Alexa+, and prices starting at $229.99 to compete with Apple's iPad lineup.

The new tablets run Android, moving away from Amazon's Fire OS and its separate app store. Google Play support brings access to apps such as YouTube, Gmail, and Google Docs, addressing a longstanding limitation of Amazon's tablets.

The flagship Alexa Tablet 12 Pro starts at $499.99 with 8GB of RAM and 128GB of storage, aiming to rival the iPad Pro at a significantly lower price point. It features a MediaTek Dimensity 8400 chip, a 12-inch display with an adaptive refresh rate of up to 120Hz and a 3:2 aspect ratio, a 6.5mm-thick aluminum body, Wi-Fi 6E, and quad Dolby Atmos speakers. Amazon claims that the device has up to 16 hours of video playback.

A $549.99 version adds a "Nanomatte" display, using precision-etched glass developed with Corning to reduce glare. Higher configurations offer up to 16GB of RAM. Unlike Apple's nano-texture display option, which requires a 1TB or 2TB ‌iPad Pro‌, Amazon's matte finish is available with 128GB of storage.

Amazon is also introducing a $149.99 Pro Keyboard and $89.99 Pro Pen for the 12-inch model. Both attach magnetically, while the keyboard includes a trackpad and connects without Bluetooth pairing. The pen supports pressure sensitivity and wireless charging, and the tablet supports multiple app windows for multitasking.

The Alexa Tablet 11 starts at $329.99 with 8GB of RAM and 64GB of storage, offering an 11-inch 2.5K display with a 90Hz refresh rate. A 128GB version costs $379.99. The smaller Alexa Tablet 8 starts at $229.99 with an 8.7-inch display, 4GB of RAM, and 64GB of storage.

Alexa+ can answer questions and control smart home devices through voice or touch. An optional On-Screen Intelligence feature lets the assistant respond to displayed content, with screen access disabled by default and a visual indicator when active. Tablet-specific Alexa+ access is included, while full access across compatible Alexa devices requires Prime membership or a separate Alexa+ subscription.

The lineup also introduces a Kindle reading mode that silences notifications and reduces blue-light output. Amazon quotes up to 20 hours of reading on the 11-inch and Pro models, and up to 19 hours on the compact model.

The tablets undercut several models in Apple's lineup. The Alexa Tablet 11 starts below the $449 entry-level iPad, although Apple's model includes 128GB of storage. The Alexa Tablet 12 Pro costs less than the $749 11-inch iPad Air, while offering a larger display and higher refresh rate. Apple's $1,199 ‌iPad Pro‌ offers a tandem OLED display and an M5 chip.

Amazon also announced Kids tablets in 8.7-inch and 11-inch sizes, starting at $229.99 and $329.99, respectively. Versions for ages three and up include a soft bumper case, while those for ages six and up come with a slim hard case. Each includes a year of Amazon Kids+ and parent-managed access to Google Play.

Parents can set screen-time limits, filter content, and monitor activity through the Parent Dashboard, also available on iOS and Android. A new AI-powered Storybuilder feature lets children use their voices to create illustrated stories.

Orders open today, with shipping starting October 14 in the United States, Canada, and Mexico, followed by the United Kingdom, Germany, France, Italy, and Spain on October 19. The Kids models also launch in Japan on October 14.