With the launch of the newest models of their flagship tablets, Amazon has dropped the “Kindle” moniker from the names of their Android-powered tablets. New and future models of the tablets will simply be called the Fire HD and Fire HDX. According to Amazon, the company changed the name to separate the brands and to make sure consumers know the difference between the products.
The “Kindle” brand will still be used but is now exclusive to Amazon’s eReaders, while their Android-powered phones and tablets will carry the “Fire” moniker. While it may not make much of a difference now, moving forward it could help the retail giant when they decide to launch new products. Branding expert Rob Frankel told CNET that dropping the Kindle brand may have actually been a bad idea, citing the recently launched Fire Phone’s failure as a reason to reconsider, “This is like taking one of your great failures, coming up with a new product and calling it failure version two.” Let us know your thoughts in the comments below.