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TLDR
- Amazon (AMZN) shares fall 1.94% to $253.57 as new Alexa tablets make their debut
- Amazon’s premium Alexa Tablet 12 Pro starts at $499.99, above Apple’s base iPad
- New Alexa tablets bring Android and Google Play access to Amazon’s hardware lineup
- Alexa+ takes center stage as Amazon shifts from low-cost tablets to premium models
- Amazon’s tablet market share falls to 1.9% as its latest devices target buyers
Amazon.com (AMZN) stock fell 1.94% to $253.57 on Wednesday, losing $5.01 during intraday trading. The decline came as Amazon introduced three Alexa AI tablets, including a premium model priced at $549.99. The launch marks a shift toward higher-priced devices as Amazon expands its tablet business beyond budget hardware.
Amazon Introduces Three Alexa Tablets With Higher Prices
Amazon launched the Alexa Tablet 8 at $229.99 and the Alexa Tablet 11 at $329.99. Meanwhile, the Alexa Tablet 12 Pro starts at $499.99, while its Nanomatte version costs $549.99. The new lineup moves Amazon into higher price categories previously dominated by Apple and Samsung.
Amazon equipped the devices with improved processors, upgraded displays, and aluminum bodies. All three tablets run Google’s Android operating system and offer access to the Google Play Store. Consequently, users can download popular applications, including YouTube, Gmail, Netflix, and Google Docs.
Previously, Amazon’s Fire tablets relied primarily on the company’s own application store. That approach limited access to several widely used Android applications and distinguished Fire tablets from competing devices. However, the latest release removes that restriction while introducing more expensive hardware options.
Alexa+ Becomes Central to Amazon’s Premium Tablet Strategy
Amazon integrated its Alexa+ assistant directly into the new tablets to support everyday tasks. Users can control smart home devices, request information, and interact with content displayed on their screens. Moreover, the assistant supports ongoing conversations without requiring users to repeat the Alexa wake word.
The company also demonstrated how Alexa+ helps users compare hiking routes and manage shopping tasks. These functions connect the assistant with activities that previously required switching between applications. Furthermore, Amazon includes Alexa+ with Prime memberships and offers separate access for $20 monthly.
Apple’s entry-level iPad costs $449, placing it below Amazon’s premium tablet models. The $549.99 Nanomatte version also competes with Apple’s 256GB iPad on price. This comparison highlights Amazon’s move away from the pricing advantage that supported its earlier Fire tablets.
Amazon Stock Falls as Tablet Market Competition Intensifies
Amazon’s latest hardware launch follows a significant decline in its global tablet market share. According to Reuters, Amazon held 1.9% of the market during the second quarter of 2026. That figure represented a sharp drop from the 8% share recorded one year earlier.
Amazon continues linking its hardware products with Prime, entertainment, shopping, and smart home services. The new tablets extend that approach by placing Alexa+ at the center of daily device use. Amazon also maintains a lower-priced option through its $229.99 Alexa Tablet 8.
Meanwhile, AMZN shares retreated from earlier session highs near $260 during Wednesday’s trading. The stock maintained a downward trend as selling pressure continued throughout the session. The launch adds a premium tablet lineup to Amazon’s hardware portfolio amid stronger competition.
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