Amazon has unveiled a new range of premium Alexa Tablets that run Android and come with the Google Play Store. These tablets highlight Amazon's ambitious plans for an Android-powered smartphone, complete with an enhanced Alexa+ assistant that can read your screen, answer questions and even offer DIY instructions. The tablets represent a significant shift from Amazon’s past attempts at smartphones, such as the ill-fated Fire Phone, and could signal the start of a new era for the company.

Kevin Keith, Amazon’s vice president of devices, revealed that these new tablets offer a 'blueprint' for what an Android-powered Amazon phone could look like. With features like On-Screen Intelligence, live sessions, and visual intelligence, Alexa+ is more integrated and functional than ever. It's clear that Amazon is keen to tap into the growing importance of smartphones in consumer purchasing, especially given that 76% of Americans make purchases using their smartphones.

Amazon's move to ditch the 'Fire' branding and focus on premium devices is part of a broader strategy to make its hardware more appealing. This strategy has already seen the introduction of more expensive, high-end versions of its Echo speakers and Kindle tablets. The latest Alexa Tablets are made from aluminum, thinner and lighter than ever, and feel very iPad-esque. These upgrades could pave the way for an Alexa+ phone, which might feature an AI interface that eliminates the need for traditional app stores.

The smartphone market is currently in a state of flux, with declining shipments and increasing costs due to memory shortages. Amazon could leverage its retail dominance to carve out a niche, offering a non-China-based smartphone alternative that could potentially outshine the competition. With Panos Panay’s experience from Microsoft, Amazon may be well-positioned to create a unique device that stands out in a crowded market.