Amazon launches Alexa Tablet 12 Pro priced under $550 to challenge iPad Pro
Amazon introduced the Alexa Tablet 12 Pro, an 12-inch device starting at $499, featuring a MediaTek Dimensity 8400 processor, 120 Hz display and integrated Alexa, aiming to offer a premium experience at a lower price.
Amazon announced a new line of Alexa tablets, replacing its Fire series, with the flagship 12-inch Alexa Tablet 12 Pro priced at $499 for the base model and $549 for a version that includes 16 GB of RAM and a textured "nanomatte" display. The tablet is powered by a 4-nm MediaTek Dimensity 8400 eight-core processor, supports a 120 Hz refresh rate, a 3:2 aspect ratio and a 280 ppi screen, and offers four Dolby Atmos speakers and up to 16 hours of battery life. Alexa is deeply integrated into the operating system, and the device runs a customized Android interface that includes the Google Play Store for access to the full Android app ecosystem.
Panos Panay, Amazon’s head of devices, Alexa and Leo, said the tablets are the result of 2.5 years of development and were built to deliver "the most premium experience we possibly could" at an "affordable price point." He highlighted three design priorities: a comprehensive app selection via Google Play, pervasive Alexa integration, and a redesigned screen, describing the screen as the product’s "one thing" that would not be compromised. Panay also noted the addition of "Kindle Mode," a fullscreen reading environment that mutes notifications, reduces blue light and can extend battery life to 20 hours when using the Kindle app.
The tablet supports an optional Pro Pen priced at $90 and a Pro Keyboard with a trackpad available for $149. Reviewers observed that the device’s aluminum unibody feels sturdy, the display performs well for media consumption, and the software includes a "Dynamic Tab" for Alexa-generated suggestions and a gesture-based interface that surfaces contextual assistance based on on-screen content.
While the 12-inch model is offered only in a graphite finish, smaller Alexa tablets are available in additional colors. Amazon positions the Alexa Tablet 12 Pro as a cost-effective alternative to higher-priced tablets such as the iPad Pro, emphasizing its hardware specifications, integrated Alexa features and access to Android apps.