Amazon unveils Fire HD 10 tablet with Alexa

Fire HD 10: Amazon cuts price and doubles storage of new 10in tablet

Amazon Fire HD 10 (2017) hands on

( AMZN ) on Tuesday introduced the latest generation of its flagship Fire tablet - the Fire HD 10. Lenovo also has a Plus version of that Tab 4 tablet that does come with a 1080p displa, y but that comes with a price increase to $280.

The device is available for pre-order at $149.99 starting today and comes in three colors: Black, Marine Blue, and Punch Red. In other words, it's classic Amazon hardware: durable and affordable.

The new screen has an IPS panel that measures 10.1” with 1,920 x 1,200px resolution (224ppi). Sure, Apple will sell you a 10.5-inch iPad Pro for $650 or more, if you think you need to draw lovely works of art with a $100 stylus. Major hardware updates to the Fire HD 10 include a 10.1-inch widescreen 1080p display, a faster quad-core processor, 2GB RAM, 32/64GB storage plus a microSD card slot, and up to 10 hours of battery life.

The tablet's battery is good for up to 10 hours of use at a time and Amazon boasts that its “more durable than the iPad Pro 10.5”. The company's £50 Fire 7 and £80 Fire HD 8 have both become popular thanks to being low cost but feature rich. Same for those who use the device for reading books and magazines.

The new For You screen shows all your unfinished content in one place. Local weather is also prominently displayed on the For You page, as well as easy access to Prime Photos. (Last year, Amazon added Alexa to its Fire tablets but the digital assistant had to be summoned with the touch of a button).

"We realized right away that Alexa in many ways is the thing that we would be focusing on", Daniel Rausch, Amazon's vice president of smart home, said in an interview in July. Well, Alexa Hands-free mode fulfills that wish. Alexa, too, moved into Amazon's mobile shopping app. It even features a hands-free integration of Alexa, instead of the touch-to-talk of other Fire devices. Alexa hands-free will be available on the all-new Fire HD 10 via a free, over-the-air software update. The addition, which works best when you're only a few feet from the device, should make leaning back to watch shows a little more enjoyable.

One new function is "hands-free" Alexa, which means you can call up Alexa without opening a separate application.

I'll be the first to admit that Amazon's tablets haven't been for me. The new flagship Fire tablet basically sets out to improve on everything that was deficient in its predecessor. The tablets represent a gateway to bring people further into Amazon's ecosystem, encouraging them to purchase items online, or subscribe to Amazon content.

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