Amazon is phasing out Fire Tablets because they weren’t ‘giving customers what they were asking for’
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<p class="wp-block-paragraph">In an interview with <em><a href="https://www.bloomberg.com/news/features/2026-10-08/amazon-launches-alexa-tablet-features-ipad-comparison-prices-keyboard?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc5MTQ2NDU4NiwiZXhwIjoxNzkyMDY5Mzg2LCJhcnRpY2xlSWQiOiJUTUxBU1FOM04wOTcwMCIsImJjb25uZWN0SWQiOiJDOTYyQ0UxOUMyOTc0NDBGQkMyNEQxQkQ2RDQ4MjczNSJ9.4iOHBQKhkP6uD8Oyi1p5LAsZ20DPZ3MjtK0VRHAvbuo&leadSource=article-gifting">Bloomberg</a></em>, Amazon's head of consumer electronics, Panos Panay, confirmed the company would phase out the Fire brand in favor of <a href="https://www.theverge.com/tech/1007473/amazon-alexa-tablet-12-pro-nanomatte-hands-on">Alexa Tablets</a>. </p>
<p class="wp-block-paragraph">The <a href="https://www.theverge.com/tech/1007648/amazon-alexa-tablets-price-specs">new lineup</a> runs proper Android, instead of the custom Fire OS, and has full access to the Play Store, which wasn't available on Fire tablets. To make matters worse, Gmail, Google Calendar, YouTube, Google Drive, and other services were only available via the browser on Fire tablets; the official Google apps were not available in the Amazon Appstore.</p>
<p class="wp-block-paragraph">The <a href="https://www.theverge.com/tech/961387/amazon-2023-fire-hd-10-tablet-4gb-update">Fire tablet</a> line "wasn't giving customers what they were asking for," Panay told Bloomberg, which appears to be access to …</p>
<p><a href="https://www.theverge.com/tech/1008059/amazon-phasing-out-fire-tablet-panos-panay">Read the full story at The Verge.</a></p>
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