August 25, 2025, 5:13 am | Read time: 2 minutes
Amazon appears to be on the verge of a turnaround with its Fire Tablet products. This could mean significant changes for users.
Fire OS on the Way Out–Android to Take Over
According to insider sources, the U.S. company is considering abandoning its proprietary Fire OS. Starting next year, new Fire Tablets could hit the market with a new Android operating system, Reuters reports, citing several people familiar with the matter.
This move is likely a response to ongoing criticism that the devices offer only a limited selection of apps compared to competitors. So far, third-party providers have had to specifically adapt their applications to Fire OS—a task many avoid. Amazon did not comment on the considerations when asked. Just recently, the company discontinued its own app store for Android devices.
Since its market launch in 2011, Amazon has relied on a combination of its own operating system and low-cost hardware for its Fire Tablets. The tablets are sold almost at cost to bind customers long-term to Amazon’s digital ecosystem of e-books, videos, and music. Although Fire OS is technically based on Android, it is so heavily modified that standard Android apps cannot be used without further adjustments.
More Powerful Devices and Higher Prices
The planned new tablets are expected to feature a less heavily customized version of Android, according to insiders. The hardware is also expected to be more powerful. As a result of the improved features, the price is expected to nearly double compared to the current top model, Fire Max 11, to around 400 U.S. dollars.
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With a global market share of eight percent, Amazon currently ranks just behind Lenovo in fourth place among the largest tablet manufacturers. Market leaders are Apple with a good 33 percent and Samsung with almost 19 percent.
With material from Reuters