Amazon announced an incremental update to their Fire tablets. The Fire 7, released in Autumn 2015, gets an expected update. Amazon keeps the resolution the same (1024 X 600) but with an improved IPS screen that comes with better contrast and clarity. Other upgrades include a decrease in tablet weight and a bump in battery life to 'up to 8 hours'. Surprisingly there was no Fire 10 HD update, despite the HD 10 being released at the same time as the original Fire 7. The 10 HD also features less prominently on Amazon.com and this might mean it will be gradually discontinued. The Fire 10 HD is priced closer to a mid-range tablet and with more attractive alternative, from other vendors, Amazon may now exclusively target the budget end of the tablet market.
The surprise was in a supposed 'update' of the Fire HD 8, considering the Fire HD 8 was only updated late 2016. Despite Amazon's claim of an 'all new' Fire HD 8, there is no upgrade here and the near identical HD 8 2017 only brings the possibility to use a microSD slot for up to 256 GB of expandable storage. While Alexa comes with the 2017 HD 8, it will also gradually roll-out to the previous generation of Fire 7 and HD 8. In other words, this is a marketing gimmick to attract more users to Amazon Prime, rather than an attempt to convince owners of the previous generation to 'upgrade' their hardware (it may be argued that Amazon does not aim to convince users to purchase their hardware updates since the release of the Fire 7 and focusing on the budget end of the tablet market).
The goal, in this marketed refresh, it appears, is to make the Fire HD 8 even more attractive to first time users by further discounting the price of the tablet. The difference between the entry Fire 7 and Fire HD 8 is now £30 but this gets the user a larger screen, higher resolution, twice the storage (16 GB in contrast to the entry 8 GB with the Fire 7), more RAM, dual Dolby Atmos speakers and significantly better battery life. If the 2016 release was a success, I predict the Fire HD 8 to do even better and attract more users to Amazon's services.
There is no turning back to the more premium HDX line of tablets. The goal now is to get users - in a family-centric approach - to subscribe to Amazon Prime via different hardware mediums. For example, Prime Video is not available, at the moment in the Google Play store, and needs to be side-loaded to be installed. I think this is an intentional strategy to encourage users to access Amazon content via Fire tablets that are meant to offer a user-friendly 'out of the box' integration of the Amazon eco-system.