RIP, Amazon Fire tablets: 2011
Published: 2026-10-08 • Permanent link
Amazon has announced the discontinuation of its Fire tablets, a move that has sent shockwaves through the tech industry. The decision marks the end of a budget-friendly line that was first introduced in 2011, with the company opting instead to replace it with a new line of pricier "Alexa" tablets. This decision is expected to have a significant impact on Amazon's market share in the budget tablet segment. The move is also likely to affect Amazon's sales of Fire tablets, which were valued at $1.4 billion in 2020.
The discontinuation of Fire tablets is a strategic move by Amazon to focus on its high-end tablet offerings, which are seen as more profitable. By phasing out the budget line, Amazon can concentrate on producing more expensive devices that are equipped with advanced features such as Alexa+ and higher-resolution displays. This shift in strategy is likely to benefit Amazon's bottom line, but it may also lead to a loss of market share for the company in the budget tablet segment.
Since the introduction of the Fire tablet in 2011, Amazon has been a major player in the budget tablet market, with its devices competing directly with those of Apple and other manufacturers. However, in recent years, Amazon has been facing increasing competition from other tech giants, including Google and Samsung. The discontinuation of Fire tablets is a response to these challenges, as Amazon seeks to refocus its strategy on more profitable areas of the market.
What drove this decision is a complex interplay of factors, including Amazon's desire to increase its average order value and its need to maintain a competitive edge in the tablet market. The company's decision to discontinue Fire tablets is also likely to be closely watched by investors, who will be looking for signs of how Amazon's strategy will play out in the coming months.
The discontinuation of Fire tablets is a strategic move by Amazon to focus on its high-end tablet offerings, which are seen as more profitable. By phasing out the budget line, Amazon can concentrate on producing more expensive devices that are equipped with advanced features such as Alexa+ and highe
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