Amazon has replaced its Fire tablets with Amazon Alexa Tablets, and the Amazon Alexa 12 Pro is the model that changes the pitch most clearly. It uses a 12-inch Nanomatte display that is meant to cut reflections, which matters for anyone trying to read or work in bright light.
The Amazon Alexa 12 Pro costs £499.99. That puts it £250 below the iPad Air and £600 below the iPad Pro, while Apple’s matte option sits only on the 1TB model and adds £100.
Christopher and the Nanomatte display
Christopher tested the Amazon Alexa 12 Pro and said, "I found it really effective at stopping reflections from windows and indoor lights." He also said, "It delivers a better reading or working experience than all but the most expensive iPad."
In practice, that means the screen is built for people who use tablets where glare is a problem. Christopher said the device stayed visible in direct light outdoors, and he said it worked very well under an umbrella in the garden.
Amazon Alexa Tablets versus iPad
Amazon’s new range also includes 8-inch and 11-inch models, so the 12 Pro is the larger option in the line rather than the only new tablet. The split suggests a straightforward choice: smaller models for portability, the 12-inch version for people who want more room on screen and care about reflections.
The harder comparison is with Apple. Amazon says the Nanomatte display is similar to the Nano-texture display on the iPad Pro, but the pricing gap is obvious. The Amazon Alexa 12 Pro brings that matte finish into a much cheaper tablet, although the premium iPad route still reaches a 1TB model before that surface appears.
Amazon’s Fire replacement
For buyers, the practical change is not just a new name. Fire is out, Amazon Alexa Tablets are in, and the line is now being positioned against the iPad rather than as a budget-only option.
The open question is when Amazon Alexa Tablets will be available to buy, and in which markets.
