Amazon Fire HD 10 tablet
Amazon.com, Inc. (NASDAQ:AMZN) is reportedly set to launch the next generation Amazon Fire HD 10 tablet with vastly improved specifications and a significantly lowered price-tag. It also comes with deeper Alexa integration than ever before.

Amazon’s original lineup of Fire tablets was a modest success before the stupendous failure of the Fire Phone marred the brand name. Now, the company is going back to basics with the new Amazon Fire HD 10. The new flagship Fire tablet basically sets out to improve on everything that was deficient in its predecessor. It features a full HD 1080p display, 2GB RAM, a 1.8 GHz MediaTek SoC which is 30% faster than the previous generation, 32 GB/64 GB internal storage with MicroSD card support and HD video recording up to 1080p.

This improved package now also comes with a 35% price reduction, down to $150 from $230 in the previous generation. However, you may now be wondering that what is an eCommerce and Cloud Computing giant doing in the mobile hardware space? What is Amazon’s end game with the Fire HD 10?

However, you may now be wondering that what is an eCommerce and Cloud Computing giant doing in the mobile hardware space? What is the end game of Amazon with the Amazon Fire HD 10?

Amazon Fire HD 10 Tablet: What’s Amazon Up to?

As with many other recent Amazon products, the Fire HD 10 is merely a medium to propagate and expand the growing Amazon service ecosystem. Amazon has gradually been creating its own mobile and smart home ecosystem in order to challenge Google and Apple’s dominance. Alexa, Amazon’s widely popular virtual digital assistant, lies in in the front and centre of Amazon’s ecosystem. This is also the Fire HD 10’s defining feature. The new tablet features hands-free access to Alexa. That means users can theoretically use the tablet for various tasks without even touching it. It also offers functionality on par with the Echo devices. Users can even control Alexa enabled appliances like lights, refrigerators and washing machines via the tablet.

Alexa’s rise to prominence over the past few years has been meteoric. The Amazon Echo and Echo Dot speakers are incredibly successful, thanks in large part due to Alexa. In fact, the Echo speakers account for 71% of the smart speaker market in the US, well ahead of second-placed Google Home at 24%. Alexa is now showing up on more and smarter devices, including home appliances like refrigerators, headsets, sous vide cookers and more. In fact, Amazon recently also launched Alexa on the rival iOS platform as well.

Amazon’s low price strategy is pretty clear in this context. They are offering customers relatively high-end specs in a bid to expand their user-base and poach Apple and Google’s users. However, the profit margins on the hardware itself are liable to be negligible, or maybe even negative. The real draw here getting users invested in Amazon’s Alexa powered smart home and mobile ecosystem. Current indications are that they are succeeding in doing so.