Amazon isn’t giving up on tablets yet. The category may not be anywhere as popular as it was a few years ago, but the online retailer just announced a new Fire HD 10 with improved specifications and a lower price. It’s a move only Amazon could make, and the tablet could prove to be a very popular item during the holidays this year.

The tablet’s selling points include a sharper display, faster performance, longer battery life, and Alexa capabilities in an affordable package.

The new Fire HD 10 doesn’t look radically different from Amazon’s other tablets. It boasts the same body, which is made of plastic and offered in your choice of three colors with matching cases. What’s going on inside the tablet is much different from its predecessor.

Finally the Fire HD 10’s display comes with Full HD (1920×1080) resolution. This is actually Amazon’s first tablet since 2013’s Fire HDX to have a 1080p display. And, as the name suggests, it measures 10.1 inches diagonally. Going up standard HD (1280×720) resolution is something Amazon’s customers have long asked for, so it’s nice seeing the company upgrading that area for the new Fire HD 10. Amazon says the Fire HD 10’s display has over 2 million pixels at the ready for playing games, reading books, browsing the web, and watching videos.

Something Amazon-made tablets have struggled with is performance, but Amazon included a processor improving speed by 30%. There’s also 2GB of RAM, twice as much as before. The Fire HD 10 should get up to 10 hours of battery life.

Other specifications include 32GB or 64GB of internal storage with a microSD card slot, a 2MP rear camera, and VGA front camera, and stereo speakers powered by Dolby Atmos.

If there’s anything that sells a Fire tablet, it’s the software. One of the biggest advantages Amazon has is its massive catalog of, well, everything. The Fire HD 10 offers direct access to apps, games, books, videos, and everything Amazon sells. But there are also a few device-specific features here. It’s the first tablet to have hands-free access to Alexa. The tablet is always listening for you to say “Alexa” and will respond to voice commands. Also, Amazon’s Fire HD 10 includes For You to provide a personalized page on the home screen with quick access to content.

With all that said, it’s impressive that Amazon has the Fire HD 10 set to be sold for $149. The tablet’s color options include Black, Marine Blue, and Punch Red. All three have matching cases for $39, and a Cobalt Purple choice is also available.

Amazon’s new Fire HD 10 is up for pre-order today, and it’ll be released on October 11.

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