Key points
- Amazon plans to release a higher-end Fire tablet running Android OS in 2024, codenamed “Kittyhawk.”
- This marks a significant shift from Amazon’s proprietary Fire OS, addressing user and developer complaints.
- The new tablet will be priced around $400, significantly higher than current Fire models.
- The move aims to improve competitiveness and attract consumers seeking better compatibility and performance.
Amazon is poised to revolutionize its Fire tablet lineup with the introduction of a premium Android-powered device, signaling a major departure from its long-standing reliance on its custom Fire OS. Project Kittyhawk, as the initiative is known internally, aims to launch a higher-end tablet as early as next year, according to sources familiar with the matter.
This represents a considerable strategic shift for the e-commerce giant, which has historically favored in-house development and avoided third-party operating systems. The decision comes in response to years of criticism from consumers and app developers regarding the limitations of the Fire OS ecosystem.
For over a decade, Amazon has employed a forked version of Android, heavily modified to function as a unique operating system. This approach, while allowing for cost-effective devices, has resulted in compatibility issues and limited app availability compared to standard Android tablets.
The transition to Android is expected to address these concerns, offering users access to a broader range of apps and improved compatibility with other Android devices. This move reflects a growing willingness by Amazon to utilize external technologies, evident in recent investments in AI startups such as Anthropic.
The upcoming Android-based tablet is projected to be priced around $400, nearly double the cost of the current top-of-the-line Fire Max 11. While details on specific features remain scarce, this price point suggests a focus on enhanced performance and higher-quality components.
This contrasts sharply with Amazon’s previous strategy of offering tablets at or near manufacturing cost, primarily focusing on driving sales of digital content and services. This new, higher-priced model directly challenges competitors like Apple and Samsung, indicating a more aggressive strategy in the premium tablet market.
Despite the significant change, Amazon isn’t abandoning its lower-priced tablet offerings entirely. The company is expected to continue offering budget-friendly tablets running its own Linux-based Vega OS, currently used in some Fire TV devices.
The shift to Android, however, suggests a clear recognition of the market demand for high-performance tablets with full Android compatibility, representing a calculated risk with the potential to broaden Amazon’s reach in the tablet market significantly.
The success of Project Kittyhawk will depend on successfully navigating the challenges of integrating Android while maintaining Amazon’s competitive pricing strategy.
