Amazon.com unveiled a new, pricier lineup of Alexa-branded tablets.

The three tablets start at about $230, $330 and $500, respectively, Amazon said Thursday. The biggest version, a 12-inch size dubbed the "pro," is designed for entertainment, as well as working and reading.

The new prices are below what Apple and Samsung charge for similar tablets, but are higher than those for Amazon's existing, budget-friendly lineup of Fire tablets.

The new devices can run Google apps like Gmail, Docs and YouTube--a feature absent from Amazon's prior tablets--in addition to built-in Amazon apps like Prime Video and Kindle.

Amazon said the new tablets will ship on Oct. 14 in the U.S., Mexico and Canada, and will start shipping in the UK, Germany, France, Italy and Spain on Oct. 19.