Amazon fans know that since launching the fire tablet in 2011, Amazon has rely on a heavy modified version of Android, presented as a unique operating system with its own app store. That decision created long-standing challenges: developers had to build different versions of their apps, limit diversity, and customers lacked the latest Android features and access to popular services.
Tablet found an audience as a cheap entry point for Amazon’s books, videos and music, but failed to win over users who wanted more power.
The move for Android indicates a philosophical change for Amazon, historically avoiding outside platforms.
Consumers have always expressed concern over not having access to the latest Android versions, they do not have access to some apps because Amazon used his own store. This means more work for developers at this day and age of free apps or services on a large scale.
– Jitesh Ubran, IT advisory firm IDC, a researcher in August 2025
Amazon remains the fourth largest tablet seller in the world, with 8% market share, Lenovo at 8.2% and far behind Apple and Samsung, dominating with 33.1% and 18.7% respectively. To compete more directly, Amazon is allegedly planning a premium model, which is at $ 350 as Apple’s Entry-Level iPad, with its current flagship Fire Max 11) with a $ 400 price tag (approximately $ 230). Accurate specifications live under raps. The Android-based fire tablet will use the open-source version of Android, allowing Amazon to adapt it without Google’s direct involvement. Meanwhile, the company plans to offer a low -priced model operated by its Vega operating system.
