Amazon terminates Fire Tablet brand and passes to new Alexa Tablets

Amazon decided to gradually terminate the Fire Tablet series produced for the past years. Panos Panay, head of the company’s consumer electronics, announced this strategic transformation in the interview that Bloomberg gave. New Alexa Tablets represent a better responsive approach to customer expectations.

Basic problems that Fire Tablet left behind are:

-**: Fire OS operating system did not provide access to Google Play Store and users were able to access Google services like Gmail, Google Calendar, YouTube only via browser – No lack of official apps: Google’s corporate apps have not been in Fire Tablets, which created limitations in terms of efficiency and integration

• New Alexa Tablets offer full Android support: Full Android operating system brings users ultimate flexibility and millions of app options
• Play Store full access: Users can now benefit from all the power of the ecosystem

Panos Panay said they received this decision in line with customer feedback. Fire Tablets were adopted by the user due to limited software options and the design of resistance to Google services. New Alexa Tablets will fill this gap and offer a more flexible tablet experience.

This transition shows Amazon’s consumer’s trend to listen closer to needs and needs. With Alexa Tablets, the company aims to go to a more competitive position in the tablet market with an opener and standard platform.