Serena Anderson
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Amazon, the world’s fourth-largest tablet manufacturer, is reportedly preparing to enter the mid-to-high-end Android tablet market with a new device priced at approximately $400, according to sources cited by Reuters.
For years, Amazon’s tablet lineup has centered on the Fire series, which runs Fire OS—a heavily customized version of Android with its own user interface, navigation structure, and app ecosystem. Unlike standard Android tablets, Fire OS devices lack Google Play support and instead rely on Amazon’s own services such as the Amazon Appstore, Kindle, and Prime Video.
While this approach has helped Amazon keep prices low, it has also limited the appeal of Fire tablets among users who prefer a more traditional Android experience.
Amazon’s current tablets target budget-conscious consumers.
Despite offering decent value for money, these models are not designed to compete with premium Android tablets or Apple’s iPad.
That could soon change. Insiders reveal that Amazon is working on a new tablet internally codenamed “Kittyhawk.” Unlike previous models, this device will reportedly run a much more native version of the Android operating system, signaling a major strategic shift.
The tablet is said to be aimed at the mid-to-high-end segment, with an expected price tag of around $400 USD. This places it close to Apple’s entry-level iPad, which retails for roughly $350 USD, and well above Amazon’s current flagship, the Fire Max 11.
According to data from IDC, Amazon held an 8 % share of the global tablet market in Q2 2025, making it the fourth-largest tablet vendor worldwide. Lenovo slightly edged out Amazon with 8.2 %, while Apple (33.1 %) and Samsung (18.7 %) continue to dominate the space.
By launching a $400 tablet, Amazon is clearly aiming to elevate the positioning of its tablet portfolio and compete more directly with mainstream Android devices and even entry-level iPads.
In addition to the “Kittyhawk” project, sources also indicate that Amazon is developing a low-cost tablet powered by the Vega operating system—a Linux-based platform already used in its Fire TV lineup.
However, Reuters reports that Amazon’s long-term strategy will be to fully transition its tablet line to Android, suggesting that Fire OS could be gradually phased out in favor of a more standardized user experience.
A Shift from Fire OS to Native Android
For years, Amazon’s tablet lineup has centered on the Fire series, which runs Fire OS—a heavily customized version of Android with its own user interface, navigation structure, and app ecosystem. Unlike standard Android tablets, Fire OS devices lack Google Play support and instead rely on Amazon’s own services such as the Amazon Appstore, Kindle, and Prime Video.
While this approach has helped Amazon keep prices low, it has also limited the appeal of Fire tablets among users who prefer a more traditional Android experience.
Current Lineup: Affordable but Limited
Amazon’s current tablets target budget-conscious consumers.
- The Fire HD 8, priced at ¥15,980 (approx. $105 USD), is powered by a MediaTek MT8169A processor and features a 1280 × 800 display.
- The Fire Max 11, the most advanced in the lineup, costs ¥34,980 (approx. $230 USD) and comes with a MediaTek MT8188J chipset and a 2000 × 1200 display.
Despite offering decent value for money, these models are not designed to compete with premium Android tablets or Apple’s iPad.
Project “Kittyhawk”: A New Direction
That could soon change. Insiders reveal that Amazon is working on a new tablet internally codenamed “Kittyhawk.” Unlike previous models, this device will reportedly run a much more native version of the Android operating system, signaling a major strategic shift.
The tablet is said to be aimed at the mid-to-high-end segment, with an expected price tag of around $400 USD. This places it close to Apple’s entry-level iPad, which retails for roughly $350 USD, and well above Amazon’s current flagship, the Fire Max 11.
Competitive Landscape
According to data from IDC, Amazon held an 8 % share of the global tablet market in Q2 2025, making it the fourth-largest tablet vendor worldwide. Lenovo slightly edged out Amazon with 8.2 %, while Apple (33.1 %) and Samsung (18.7 %) continue to dominate the space.
By launching a $400 tablet, Amazon is clearly aiming to elevate the positioning of its tablet portfolio and compete more directly with mainstream Android devices and even entry-level iPads.
Future Product Plans
In addition to the “Kittyhawk” project, sources also indicate that Amazon is developing a low-cost tablet powered by the Vega operating system—a Linux-based platform already used in its Fire TV lineup.
However, Reuters reports that Amazon’s long-term strategy will be to fully transition its tablet line to Android, suggesting that Fire OS could be gradually phased out in favor of a more standardized user experience.