Amazon is abandoning the Fire brand after 15 years to pivot toward higher priced, Android-powered devices. The new 12 Pro includes three specialized Kindle mode display profiles, including monochrome Ink Paper and soft-tone Color Paper. To distinguish the professional line, Amazon sells the compatible Pro Keyboard and Pro Pen as separate accessories.
Tuesday, October 20, 2026
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Amazon Replaces Fire Tablets With $499 Alexa Line
Tech13 days ago
A new generation of hardware will debut on October 14 as the company transitions to a premium tablet strategy. The lead product is the Alexa Tablet 12 Pro, which is priced at $499 for the standard model and $549 for a version with a glare-reducing 'Nanomatte' display. While the broader product range ships mid-month, the 12 Pro models launch on October 19.
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