• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI

2

Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 

3

The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises

1

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI

2

Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 

3

The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
TechAmazon

Amazon’s Fire HD 10 tablet a rare misfire for company

By
Rick Broida
Rick Broida
Down Arrow Button Icon
By
Rick Broida
Rick Broida
Down Arrow Button Icon
September 29, 2015, 6:10 AM ET
Amazon

For anyone in the market for a 10-inch tablet—one that can sling media and perhaps even pull occasional laptop duty—Amazon’s new Fire HD 10 demands consideration.

The math alone is compelling: The 16GB model sells for $229.99, while the 32GB version goes for $259.99. At those prices, both models are much cheaper than Apple’s iPad Air, which goes for $399 and $449. Meanwhile, Samsung’s latest tablet offering, the 10-inch Galaxy Tab S2, starts at $499.

The reality, however, is that not everything about the Fire HD 10 is really comparable to those Apple (AAPL) and Samsung (SSNLF) models. In crafting a low-cost tablet, Amazon (AMZN) has elected not to compete in two key areas: performance and screen resolution. Depending on your intended plans for the device, those low-end efforts may sabotage your fun.

True to its name, the Fire HD 10 boasts a 10.1-inch display, giving you a little more real estate than the 9.7-inch Air and Galaxy Tab. Understandably, it’s also a bit heavier and thicker, weighing in at just over 15 ounces and measuring 10.3 x 6.3 x 0.3 inches. The tablet comes in black or white, and (like most of Amazon’s models) displays unobtrusive ads on its lock screen. (You can pay an extra $15 at the time of purchase to remove this “feature,” but the ads are so fleeting—you see them for all of a second before your swipe unlocks the screen—it’s money poorly spent.)

Unfortunately, that big screen is also the Fire HD’s biggest drawback. With a resolution of just 1,280 x 800 and pixel density of 149 pixels per inch, the tablet simply can’t render the kind of razor-sharp text most of us are now accustomed to from our mobile screens. Books, magazines, Web pages, and the like all exhibit a noticeable fuzziness. Ironically, this is one case where bigger isn’t better: Amazon’s 8-inch Fire HD 8 has the same resolution, but the smaller screen raises the pixel density to 189, thus making text easier on the eyes.

This is not to say the HD 10’s screen is unacceptable, merely that it’s not ideal for reading. Thankfully, it’s a bright and colorful display, and the low resolution and pixel density don’t have such a negative impact on games, videos, and other visual media. In fact, the tablet’s unusually wide form-factor—it has a 16:10 aspect ratio—makes it well-suited for movies and TV shows. High-definition titles play nearly full-screen, without the thick black letterbox bars you see in tablets with 4:3 aspect ratios.

As for performance, despite the inclusion of a quad-core processor, I found the Fire HD 10 to be sluggish. Amazon’s own Washington Post app took 10-15 seconds to load, and I sporadically experienced long load times in Amazon’s Silk Web browser as well. When you tap in a text field, the keyboard often takes several seconds to appear. It’s experiences like this that can make the tablet aggravating to use.

These performance problems are really a shame, because the tablet has a lot of other things going for it: decent front- and rear-facing cameras, a microSD expansion slot for adding more storage (a first for Amazon tablets), Dolby-enhanced stereo speakers that sound surprisingly good, and (perhaps best of all) Amazon’s rich ecosystem of music, movies, books, games, and more. You can buy or rent most items, but subscribers to Amazon Prime ($99 annually) get unlimited access to tons of content—including movies and TV shows that can be downloaded for offline viewing. Even non-subscribers get access to Amazon Underground, a collection of free apps and games the company says is valued at over $10,000.

What’s more, Amazon’s newly updated operating system—dubbed Fire OS 5 “Bellini” and built atop Google’s Android 5.0—vastly improves the user experience. Amazon wisely shrunk the all-consuming carousel so that the home page now resembles a more traditional tablet, one with attractively designed icons and an ingenious “Recent” page that’s just one swipe away. The OS also includes innovative features like Word Runner, a really cool speed-reading tool that works with any book.

For those with thoughts of productivity, Amazon offers a $100 Fire HD 10 keyboard case. I wasn’t provided one for review, but the tablet itself is wide enough that the keyboard is able to supply full-size keys, an important consideration. You could definitely get some word processing done, but the low screen resolution would make detailed spreadsheet work more challenging. The same is true for consuming PDFs, which would require a lot of zooming and panning. The Fire HD 10 could pull business duty in a pinch, but it’s really not designed for that type of work.

Instead, this tablet is best suited for watching videos and playing games. If you prefer a big screen for those activities, you’ll no doubt appreciate Amazon’s budget-friendly price tag. However, the Fire HD 10’s middling performance and low-resolution screen serve as stark reminders that you get what you pay for. Anyone shopping for a more useful tablet may want to pay a bit more.

Sign up for Data Sheet, Fortune’s daily newsletter about the business of technology.

For more on Amazon, check out the following Fortune video:

About the Author
By Rick Broida
See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

murdochs
CommentaryMedia
OpenAI paid $100 million for a talk show. James Murdoch is eyeing an even bigger deal. The hot new asset class is humanity
By Lin CherryMay 17, 2026
12 hours ago
dennis
CommentaryAI agents
Freshworks CEO: why agile enterprises are winning the AI race — and what they did differently
By Dennis WoodsideMay 17, 2026
12 hours ago
A man with a headset sits at a desk in a call center.
EconomyAutomation
The AI boom hasn’t stopped U.S. companies from hiring cheap offshore labor, and overseas call center employment is still skyrocketing
By Sasha RogelbergMay 17, 2026
13 hours ago
Zillow CEO doubles down on remote-work model: ‘There is talent everywhere in this country’
Workplace Cultureremote work
Zillow CEO doubles down on remote-work model: ‘There is talent everywhere in this country’
By Marco Quiroz-GutierrezMay 17, 2026
13 hours ago
Stressed job seeker
SuccessGen Z
Gen Z is right about the job hunt—it really is worse than it was for millennials, with nearly 60% of fresh-faced grads frozen out of the workforce
By Emma BurleighMay 17, 2026
13 hours ago
A 45,000-person labor strike at Samsung’s memory chip plants could throw a wrench into the AI boom
EconomySamsung
A 45,000-person labor strike at Samsung’s memory chip plants could throw a wrench into the AI boom
By Catherina GioinoMay 17, 2026
16 hours ago

Most Popular

Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI
AI
Microsoft AI chief gives it 18 months—for all white-collar work to be automated by AI
By Jake AngeloMay 16, 2026
2 days ago
Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 
Politics
Former top Russian official admits the country is over Putin and can 'imagine a future without him' — even elites bail as Kremlin seizes their assets 
By Jason MaMay 16, 2026
1 day ago
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
Politics
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
By Jake AngeloMay 12, 2026
5 days ago
SpaceX heads into a record-shattering IPO with the 'deepest moat that exists today' as investors vow to 'never bet against Elon'
Innovation
SpaceX heads into a record-shattering IPO with the 'deepest moat that exists today' as investors vow to 'never bet against Elon'
By Jason MaMay 16, 2026
1 day ago
'No one was coming to save me': How Reese Witherspoon built a $900 million company from a problem Hollywood wouldn't fix
Success
'No one was coming to save me': How Reese Witherspoon built a $900 million company from a problem Hollywood wouldn't fix
By Sydney LakeMay 17, 2026
14 hours ago
Oil markets could be a month away from the moment of truth. Brace for a 'non-linear' price spike and panic buying, analysts warn
Energy
Oil markets could be a month away from the moment of truth. Brace for a 'non-linear' price spike and panic buying, analysts warn
By Jason MaMay 16, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.