Amazon pivots to premium with the Alexa Tablet 12 Pro
Amazon is shedding its reputation for budget-friendly, kid-focused hardware with the debut of the $499 Alexa Tablet 12 Pro. By ditching the restrictive Fire OS for full Google Play Store access and integrating a high-end matte display, the company is finally positioning itself to compete in the premium Android tablet market.
The hardware marks a departure from the plastic-heavy Fire lineup, featuring an aluminum unibody that weighs in at 550 grams. Inside, the device relies on a MediaTek Dimensity 8400 8-core CPU paired with either 8GB or 12GB of RAM. While this configuration handles daily tasks and light gaming with ease, it is not designed to push the limits of demanding titles like Alien: Isolation.
The centerpiece of the device is its 12.3-inch 3:2 display. Amazon offers an optional Corning Nanomatte finish that mimics the paper-like texture found on high-end alternatives. Unlike standard glossy panels, this coating effectively eliminates glare, providing a distinct visual experience that holds its own against the 13-inch iPad Air. By prioritizing build quality and software flexibility, Amazon is attempting to transform its tablet hardware from a disposable utility into a primary computing device.
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