Samsung dominates the Android tablet segment in the US, but it will soon face a challenge from Amazon. The online shopping giant has been selling tablets for over a decade, but it historically focused only on low-end models. Now, the company has launched three new tablets, and two of them will rival mid-range Galaxy tablets from Samsung.

Amazon has retired the Fire brand for its new lineup and transitioned to the Alexa branding. Its new tablets are named the Alexa Tablet 8, Alexa Tablet 11, and Alexa Tablet 12 Pro. All three are highly competitive given their specifications.

All these new tablets run the Google-certified version of Android 16, marking a departure from the custom AOSP fork Amazon traditionally used for its tablets and Fire TV devices. This means the entire new Alexa tablet lineup has access to the Google Play Store and will receive four years of software updates.

They all feature Alexa+ support for smart home controls, retrieving internet information, and handling other daily tasks. This version of Alexa is powered by large language models (LLMs), making it significantly better at understanding natural language and remembering context. It is similar to the new Bixby, ChatGPT, and Gemini.

The Alexa Tablet 12 Pro is a direct rival to the Galaxy Tab S10 FE+. It features a 12-inch LCD screen with a 2.8K resolution, a 120Hz refresh rate, a 3:2 aspect ratio, and an optional “nanomatte” coating to reduce glare and reflections. The device also packs a quad-speaker system with Dolby Atmos support for immersive audio.

It is powered by the MediaTek Dimensity 8400 processor, 8GB of RAM, and 128GB of storage. A variant with 16GB of RAM and 256GB of storage is also available. For cameras, it has a 13MP rear sensor and an 8MP front lens, both capable of recording 1080p video.

A 9,000mAh battery powers the Alexa Tablet 12 Pro, supporting up to 27W fast charging. It includes Wi-Fi 6E, Bluetooth 5.3, a USB 3.2 Gen 1 (up to 5Gbps) port with DisplayPort video-out support, and a fingerprint reader.

Amazon is also offering official keyboard cover and stylus accessories for users looking to be more productive on the Alexa Tablet 12 Pro. Unlike some variants of the lower-end models, this tablet does not have any ads.

This Galaxy Tab S10 FE rival sports an 11-inch IPS LCD screen with a 2.8K resolution, up to 500 nits of brightness, and a 90Hz refresh rate. It has two speakers in stereo mode with Dolby Atmos support. Under the hood, the device is powered by the MediaTek Kompanio 540 processor, 8GB of RAM, and 128GB of storage.

It features an 8MP camera on both the front and rear, capable of recording 1080p video at 30fps. Connectivity options include Wi-Fi 6, Bluetooth 5.3, and a USB 2.0 Type-C port.

It is backed by a 6,500mAh battery with 27W fast charging support. Additionally, it carries an IP52 rating, a fingerprint reader, and two microphones.

With a starting price of $230, the Alexa Tablet 8 rivals the Galaxy Tab A11+. It features an 8-inch IPS LCD screen with HD+ resolution (1,340 x 800 pixels), 400 nits of brightness, and a 60Hz refresh rate.

It has the MediaTek Kompanio 540 processor, 4GB or 8GB of RAM, and 64GB or 128GB of storage.

It has a 5MP front-facing camera and an 8MP rear-facing camera, both capable of recording 1080p video at 30fps.

The device is powered by a 4,600mAh battery and supports 18W fast charging via the USB 2.0 Type-C port. Wireless connectivity features include Wi-Fi 6 and Bluetooth 5.3. It has stereo speakers and a single microphone.

Compared to Galaxy tablets, these new Alexa tablets have slightly better pricing, but Samsung's devices have better software support and likely better after-sales service experience. The Galaxy Tab A11+ and the Galaxy Tab S10 FE have better performance than the Alexa Tablet 8 and the Alexa Tablet 11.