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


Powered by article titled “Fire HD 10: Amazon cuts price and doubles storage with new 10in tablet” was written by Samuel Gibbs, for on Tuesday 19th September 2017 13.00 UTC

Amazon has unveiled a new, improved and cheaper large-screen Fire HD 10 Android tablet, now featuring hands-free Alexa integration, a much better screen and longer battery life.

The 2017 Fire HD 10 continues Amazon’s recent moves in tablets, cutting prices, adding features and increasing the durability of its line that is aimed squarely at media consumption rather than content creation or work. The company’s £50 Fire 7 and £80 Fire HD 8 have both become popular thanks to being low cost but feature rich.

Eric Saarnio, head of Amazon devices in the EU, said: “We’ve really worked hard to deliver a tablet from the ground up that’s perfect for entertainment.

“We’re growing year-on-year in tablet sales because we think we’ve landed on a winning formula, which is a combination of premium tablets at non-premium prices, focusing on entertainment and delivering tablets that the whole family can enjoy. The Fire HD 10 is our latest addition to the family.”

The new Fire 10 HD has a much improved new 10.1in full HD screen, as well as Dolby Atmos stereo speakers and a greater amount of storage by default, despite costing £20 less than its predecessor at £150. It also has twice the amount of memory and a 30% faster processor, which Amazon says should provide improved performance over 2015 Fire HD 10, which was found to be lacklustre in certain respects.

amazon fire hd 10 on a table
The Fire HD 10 has the same durable-feeling rounded plastic edges and back as the Fire 7 and HD 8. Photograph: Samuel Gibbs for the Guardian

The 2017 Fire HD 10 will also last longer between charges, with an additional two hours battery life over the previous generation bringing the total to 10 hours of “mixed use” according to Amazon, and still has a microSD card slot for adding more storage if 32 or 64GB is not enough.

The tablet also comes with a new and improved version of Amazon’s Fire OS, which includes deeper integration with the company’s popular Alexa virtual assistant and smarter content suggestion based on watching habits.

Users can now activate on an always-listening mode for Alexa, instead of having to press and hold a button to talk to the virtual assistant, which can search for content on the device or through connected services, control playback and volume of media as well as answer questions and display results on the screen.

The Fire 10 HD stands in stark contrast to rival Apple’s iPads, which recently saw a price increase. Amazon hopes to undercut Apple and other tablet manufacturers, in some cases by as much as half the cost, for a tablet that offers a lot for the money, a formula that means the company is one of very few to increase tablet sales.

Whether an extra two inches of diagonal screen size is worth an extra £70 over Amazon’s 8in tablet remains to be seen, but the Amazon Fire HD 10 is one of very few 10in Android tablets and has few mainstream rivals costing under £150.

the back of the fire hd 10 tablet in blue
The Fire HD 10 comes in red, black and blue. Photograph: Samuel Gibbs for the Guardian © Guardian News & Media Limited 2010

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Fire HD 10: Amazon cuts price and doubles storage with new 10in tablet | NORTH INDIA KALEIDOSCOPE

Rajesh Ahuja

I am a veteran journalist based in Chandigarh India.I joined the profession in June 1982 and worked as a Staff Reporter with the National Herald at Delhi till June 1986. I joined The Hindu at Delhi in 1986 as a Staff Reporter and was promoted as Special Correspondent in 1993 and transferred to Chandigarh. I left The Hindu in September 2012 and launched my own newspaper ventures including this news portal and a weekly newspaper NORTH INDIA KALEIDOSCOPE (currently temporarily suspended).