New Amazon Fire HD 10 adds full HD display, hands-free Alexa

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There's a microSD card slot for adding more storage, or you can opt for the slightly more expensive 64GB Fire HD 10. The shiny rear surface of the old Fire 10 has been given the shove, replaced with a hard-wearing, textured plastic that provides plenty of grip, without feeling cheap (or, at least more premium than the price tag suggests). Now, with the new Fire HD 10, Alexa is available hands-free-when connected to Wi-Fi, simply say the wake word "Alexa" and ask Alexa to control video playback (play, pause, rewind, and fast forward), launch an app, play your favorite song, or read an audiobook aloud. On Tuesday, the company debuted a new version of its Fire HD 10 tablet that has a high-definition screen for watching video, up to 64 GB of storage, a lower price and a processor that runs 30 percent faster, Amazon said.

In addition, the tablet comes loaded with a personalized home screen called For You.

Like the Fire 7 and Fire HD 8 refreshes before it, Amazon's new Fire HD 10 includes Alexa integration as standard.

It seems now like Alexa could have a more prominent place in the new cube-like Fire TV product, and that Amazon is actually revamping Fire TV to something more like the look and feel of its wildly popular Echo products. The new For You page is also available for customers on previous generation Fire tablets.

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It's been one year since that the company first announced it would give its Fire tablets Alexa voice-control capabilities, but users were previously required to push a button on the device to activate the features. Of course, if you're concerned about the always-listening microphone, you can choose to disable Alexa when the screen is locked. This makes the tablet one of the stronger low-price multimedia devices out there, and may be the key in allowing Amazon's device to hold its own in a highly competitive market. You can even find out about the weather.

Really, the only reason not to buy the Fire HD 10 is if you're not enamoured with Amazon services.

If you're planning to watch a lot of video, the speakers on the Fire HD 10 (2017) are another highlight. And the money saved over the more productivity-focused iPad Pro 10.5 can be put towards an Amazon Prime, Spotify, or Netflix subscription instead.