Fire HD 10: Amazon Gives Alexa a Bigger Role

C by GE's Sol is the industry’s first Amazon Alexa-embedded lighting product

While previous Fire tablets came with Alexa integrated, the new Fire tablet has a setting for running Alexa hands-free.

Amazon also updated its user interface with a new home screen known as For You.

There are three color options, with black being the dullest and the Marine Blue and Punch Red being bolder choices.

The new Amazon Fire tablet has a 1080p 10.1-inch screen. (Last year, Amazon added Alexa to its Fire tablets but the digital assistant had to be summoned with the touch of a button). This new device has Alexa built into it and you can automatically wake the tablet out of standby mode by just yelling out her name. The feature won't be available by default for the initial buyers and they will have to download software version 5.5.0.0 to enable Alexa handsfree feature.

Kevin Keith from the firm's devices business said: "For less than £150, the all-new Fire HD 10 offers a handsome 1080p full HD display, plus faster performance, more storage, and up to 10 hours of battery life".

Fire HD 10: Amazon cuts price and doubles storage of new 10in tablet
Amazon Fire HD 10 (2017) hands-on review

As a final point on the internals, Amazon touts a 10-hour battery life with the updated Fire HD 10, a solid increase from the 8-hour battery life of its predecessor. Now, for the first time on an Amazon tablet, you can activate the virtual assistant hands-free, just as you would with an Echo smart speaker. It looks and functions as tablet, but also has the capabilities of Amazon Echo.

"The $149.99 device includes a 10.1" widescreen 1080p display (1920 x 1200) with over two million pixels (224 ppi).

Dolby Atmos Audio-Custom-tuned, dual stereo speakers for immersive and high-quality sound. It also features Amazon's version of Android, which locks you out from Google's app ecosystem in favor of Amazon's, so if you were buying your music via Google Play or iTunes, you'll be out of luck, unless you want to install a tedious workaround. A 64GB model will also be made available, while an onboard microSD slot will let you expand storage by up to 256GB.

This isn't the new tablet's only upgrade. At $150, the Fire HD 10 is $200 cheaper than Apple's admittedly more capable and well-made cheapest iPad. If the device is used primarily for streaming shows and movies, recent content will pop up in that section along with recommendations from Amazon.

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