For many years, Amazon’s Fire tablets have been regarded as entry-level slates with underwhelming specs but reasonable prices.
There was always something about them, or most of them, that felt like a compromise, whether through flimsy, plasticky builds or underpowered hardware.
They were built as smarter versions of Amazon’s Kindle, with a full-fledged OS, but they never felt like real alternatives, even to mid-range offerings from Samsung, Lenovo, or Motorola.
That perspective changed when Amazon recently unveiled its new Alexa tablets and dropped the Fire (and Fire OS) branding, signaling it is stepping up this lineup to challenge genuine Android devices from major brands.
Now, with OnePlus gone in the US and other major countries, I hope Amazon will fill the gap by reviving its smartphone line.
What makes Amazon’s new Alexa Tablets promising
Fewer compromises than before
When Amazon announced the Alexa Tablets last week, I expected to see a rehashed version of the Fire slabs we had a few years ago.
When I read the headline in the press release a second time, I realized I was wrong, because from the start, the Fire moniker was gone and replaced with Alexa.
Indeed, I was mistaken.
The new Amazon tablets have a fresh, premium aesthetic that marks a departure from the cheap feel of older Fire slabs. They are powered by a decent processor, and we get a much more promising display, especially on the Pro model.
Sure, the entry-level Alexa Tablet 8 still carries more compromises, but the Tablet 11 and Tablet 12 Pro are a breath of fresh air, knowing Amazon.
That made me think back to Amazon’s first smartphone, the Fire Phone.
While it didn’t take off as Amazon planned, it did stir the industry with its bold take on Android navigation and 3D gestures.
It failed for several reasons: it was overpriced, lacked direct Play Store support, and remained locked to AT&T as an exclusive carrier.
Even with those limitations, the Fire Phone had potential, but poor timing and Amazon’s market missteps mired it.
If Amazon tries again, I think they have a solid formula from the Alexa tablets that it can implement in the next handset, whether it’s called the Fire Phone 2 or the Alexa Phone.
Premium hardware matters
But having the Google Play Store is even more crucial
The biggest change in the new Alexa tablets isn’t just the hardware; they’re also the first Amazon devices to run a skinned Android rather than Fire OS, which Amazon stubbornly refused for years.
Although Fire OS was a fork of Android, dropping it brings the same flexibility as any skinned Android OS.
I haven’t tested the new Alexa Tablet, but early hands-on impressions from testers show that Amazon refined the UI to look intuitive and feel responsive.
Even with inherently obvious Alexa touches like the floating shortcut to the assistant and an AI-based sticky widget or bar, the overall skinned version feels more polished and cohesive than Fire OS.
That’s not what stands out here, especially for anyone who, like me, previously avoided Fire tablets.
Instead, the availability of the Google Play Store stands out.
This makes a vital difference in how many quality apps and games users can access compared to Fire OS.
The lack of the Play Store was one of the biggest reasons I avoided Fire tablets before, even though Amazon’s heavy subsidies made them cheap to buy.
With that same premier perk on an Alexa Phone, it could easily sway many users.
Even if it doesn’t match many popular smartphones in hardware, having the same app ecosystem is enough to convince me to choose an Amazon smartphone.
What I want beyond the Play Store
Genuinely useful features on an Amazon Phone
If Amazon has plans, the Play Store alone isn’t enough.
It needs to bring the same hardware treatment from the Alexa tablets over to an Alexa Phone.
Mainly, I want Amazon to stick to mid-range or upper-tier components.
Not that they should rival the Samsung Galaxy S26 Ultra or Google Pixel 11 Pro toe-to-toe, but premium materials would make them a viable choice at the upper end of the spectrum.
It could also add the optional matte display from the Tablet 12 Pro. That would be a unique perk I am interested in, especially since I consume a lot of articles and read documents on my Galaxy tablet.
What worries me is whether Amazon can pull off other hardware sections, such as the camera, but that doesn’t mean buyers should expect it.
Most mid-range phones deliver fantastic camera performance today, thanks to improved image optimization in Android and modern chipsets.
For instance, the Galaxy S26 FE and Pixel 10a offer incredible camera output for half the price of a flagship.
Amazon has spent years building connected tablets, and it can leverage that foundation to make a meaningful smartphone. Not just in cameras, but as a better overall package with practical features.
Amazon could be the needed disruptor
With OnePlus signing off and Nothing still in limbo, Amazon could be the disruptor this stale market needs.
While Android shipments keep growing every year, established brands are being gutted from the scene.
Having fewer options for consumers is never beneficial, and I see room for Amazon to step into the shoes of those departed brands.
With the Amazon Alexa tablets getting strong early impressions, I wish Amazon would use this momentum to revive its smartphone line.
So, I beg you, Amazon, to at least give your Fire Phone another shot.
