Amazon has launched its latest premium tablet, the Alexa Tablet 12 Pro, positioning it as a direct competitor to Apple’s high-end iPad Pro. While the device shares the slim, all-aluminum design language common to modern tablets, Amazon aims to differentiate itself through aggressive pricing and specific display features. The new hardware marks a significant shift for the company, moving away from the limited Amazon Appstore to the Google Play Store, which allows access to a broader range of applications.
Display Quality and Pricing
The centerpiece of the Alexa Tablet 12 Pro is its 12-inch LCD screen. According to Panos Panay, Amazon’s device chief, the display was the one area where the company refused to compromise. The panel features a resolution of 2,800 by 1,840 pixels, resulting in a pixel density of 280 pixels per inch. It also supports a 120Hz refresh rate and reaches a peak brightness of 500 nits.
When compared to the 13-inch iPad Pro, the Alexa Tablet 12 Pro presents a mixed picture. The iPad Pro uses a tandem OLED panel that delivers higher contrast and a brightness of 1,000 nits, which is double that of the Amazon device. However, the iPad’s OLED screen has a slightly lower pixel density of 264 pixels per inch. Both devices offer a 120Hz refresh rate, though the aspect ratios and physical sizes differ.
A key differentiator is the matte glass option. Amazon includes a “Nanomatte” finish, co-developed with Corning, on its $550 model. This etching reduces glare and provides a paper-like texture, which is particularly useful for reading in the Kindle app. Apple offers a similar nano-texture glass, but it is only available on the most expensive 1TB and 2TB models of the iPad Pro, which start at $1,799 for the 11-inch version and $2,099 for the 13-inch version. This makes the matte display experience significantly more accessible on the Amazon device.
Performance and Software Ecosystem
Under the hood, the Alexa Tablet 12 Pro is powered by the MediaTek Dimensity 8400 chip. Originally released in 2024 for smartphones, this processor is designed for web browsing, video streaming, and light productivity tasks. It does not match the raw power of the M-series chips found in the iPad Pro, which are built for heavy creative workloads like video rendering and complex AI processing.
Memory configurations also favor the Apple device. The base 128GB model of the Alexa Tablet 12 Pro comes with 8GB of RAM, while the 256GB version includes 16GB. In contrast, the iPad Pro starts with 12GB of RAM and goes up to 16GB on higher storage tiers. This additional memory allows the iPad Pro to handle multitasking and intensive applications more efficiently.
The switch to Android via the Google Play Store is a major change for Amazon’s tablet lineup. Previously, Fire Tablets were restricted to the Amazon Appstore, which had a limited selection of premium apps. While the Play Store offers a much wider library, it still lacks the depth of bespoke tablet applications found in Apple’s App Store. Users relying on niche professional software may find the iPad Pro to be the more reliable choice.
Integration and Total Cost of Ownership
Amazon leverages its ecosystem to add value that the iPad Pro cannot match. The device integrates deeply with Amazon Prime services, offering a dedicated software tab on the home screen that recommends content across Amazon’s platforms. It also features a Kindle mode that automatically adjusts screen color and disables notifications when a book is opened. Furthermore, the tablet supports Alexa+, which connects to a vast network of smart home devices, including Ring doorbells and cameras, offering a level of integration that Siri on iPadOS does not currently provide.
The price difference between the two tablets is substantial. The Alexa Tablet 12 Pro starts at $500 for the glossy version and $550 for the matte finish. The 11-inch iPad Pro starts at $1,199, while the 13-inch model begins at $1,499. This gap widens when accessories are included. A full setup for the iPad Pro, including the Apple Pencil Pro and Magic Keyboard, can cost nearly $2,000. Amazon offers a bundle with its Pro Keyboard and Pro Pen for just $650, making it a far more affordable option for users who need a complete productivity setup without the premium price tag.
Source: Engadget
