lipflip – Amazon could be making a major shift in its tablet strategy, according to a report by Reuters. The company is reportedly preparing to launch a premium Fire tablet that runs a full version of Android rather than its current proprietary software. This new device is expected to arrive next year and carry a price tag of around $400.
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Currently, all Amazon Fire tablets use Fire OS, a heavily modified version of Android. While it supports basic Android functionality. Fire OS lacks Google Play Store access and limits app choices to Amazon’s own app marketplace. For years, this limitation has frustrated users who want more app variety and easier integration with other Android devices.
The move to standard Android would significantly improve the tablet’s compatibility with mainstream Android apps and services. This change would allow users to download apps directly from the Google Play Store and enable better synchronization with other Android devices. Including smartphones and smartwatches.
While Amazon has not confirmed the report, this change would mark a notable departure from the company’s long-standing strategy of controlling its ecosystem through Fire OS. For developers, the potential switch is also welcome news. Fire OS has required app makers to create separate versions for the Amazon Appstore, limiting exposure and revenue opportunities.
Premium Price Could Bring Better Hardware to Amazon’s Tablet Lineup
If the reported $400 price is accurate, this upcoming tablet would become Amazon’s most expensive tablet to date. Currently, the top-tier model, the Fire Max 11, retails for $230. Meanwhile, Amazon’s entry-level Fire 7 tablet costs just $60, with discounts often lowering the price further during sales.
This potential price hike raises expectations for higher-end hardware and improved performance. Although no specs have been revealed, buyers will likely expect upgrades in display quality, processing power, battery life, and build materials.
The shift away from Fire OS also echoes a broader trend within Amazon’s hardware division. In 2014, the company released the Fire Phone, which also used Fire OS. The device failed to resonate with users and was discontinued in 2015. That failure demonstrated the limitations of proprietary systems in a market dominated by open platforms like Android.
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A return to stock Android may help Amazon better compete with brands like Samsung, Google, and Lenovo in the higher-end tablet space. It also aligns with consumer demand for openness, flexibility, and seamless app access.
Until Amazon officially announces the new tablet, details remain speculative. Still, the potential shift signals a more open and premium future for the Fire tablet lineup. If the device delivers on both software and hardware, it could reshape how Amazon approaches mobile computing in the coming years.