In the ever-evolving market for consumer tablets, Amazon.com Inc. is reportedly gearing up to challenge Apple Inc.’s dominance with a new Fire tablet that runs on a full Android operating system, marking a significant departure from its proprietary Fire OS. This move comes amid growing frustrations from users and developers over the limitations of Amazon’s customized software, which has long restricted access to the full Google Play Store and certain apps.

Sources familiar with the matter indicate that the upcoming device, potentially launching as early as next year, could be priced around $400, positioning it as a mid-range contender against Apple’s iPad lineup. Unlike Amazon’s current budget-oriented Fire tablets, which start at under $100 and cater primarily to casual users and children, this new model aims to attract a broader audience seeking more versatile functionality.

A Strategic Shift Away from Fire OS

The decision to adopt Android represents a bold pivot for Amazon, which has relied on Fire OS—a forked version of Android—since the Fire tablet’s inception in 2011. This homegrown system integrates deeply with Amazon’s ecosystem, including Prime Video, Kindle, and its Appstore, but it has drawn criticism for its incompatibility with many popular Android apps. As reported by Reuters, internal documents and insider accounts suggest Amazon is responding to years of consumer complaints and developer pushback, with plans to phase out Fire OS entirely over time.

Industry analysts note that this shift could revitalize Amazon’s tablet business, which has seen stagnant growth in recent years. By embracing standard Android, the company would enable seamless access to Google’s suite of services, potentially including AI features like those in the latest Pixel devices, while still layering on Amazon’s own apps and services.

Targeting the iPad’s Stronghold

Details emerging from leaks point to premium specifications for the new Fire tablet, such as a high-resolution display, improved processing power, and possibly stylus support—features that echo Apple’s iPad Air and Pro models. According to a report in Mashable, the device is part of “Project Kittyhawk,” an internal initiative to create a higher-end tablet that competes directly with iPads priced between $300 and $600.

This isn’t Amazon’s first attempt to upscale its tablet offerings, but previous efforts have been hampered by software constraints. The integration of full Android could open doors to third-party app developers, fostering a more robust ecosystem and appealing to professionals and students who have shunned Fire devices for their lack of productivity tools.

Implications for Amazon’s Ecosystem and Competition

Beyond hardware, the move signals Amazon’s willingness to loosen its grip on a closed ecosystem to boost market share. While Fire OS has helped drive sales of Amazon content and services, its restrictions have limited appeal in a world where users demand flexibility. Insights from 9to5Google highlight how this coincides with the winding down of Amazon’s Appstore for Android, underscoring a broader strategic realignment.

Competitors like Samsung Electronics Co. and Lenovo Group Ltd. already offer Android tablets that rival the iPad in features and price, but Amazon’s vast retail presence and Prime subscriber base could give it an edge. If successful, this Android-powered Fire tablet might not only erode Apple’s tablet supremacy but also pressure Google to innovate further in its own hardware ambitions.

Potential Challenges and Future Outlook

However, challenges remain. Transitioning to Android means Amazon must navigate Google’s licensing requirements and ensure its services aren’t overshadowed. Pricing at $400 could alienate budget-conscious buyers who associate Fire tablets with affordability, potentially splitting the product line into entry-level Fire OS models and premium Android variants.

Looking ahead, as detailed in Liliputing, Amazon may release multiple Android tablets, starting with this iPad rival and expanding to diverse form factors. For industry insiders, this development underscores a maturing tablet sector where software openness increasingly determines success, potentially reshaping how consumers choose between locked-in ecosystems and versatile platforms. If Amazon executes well, it could mark the beginning of a more competitive era against Apple’s entrenched position.