XTEX's 'My Tablet' is $50 cheaper than Amazon Kindle Fire and the 8GB Barnes & Noble Nook Tablet.
The seven-inch device joins a crowded space, but comes with impressive specs. It runs on Ice Cream Sandwich, wi-fi, 1.5MHz processor, 1GB of RAM, a 2MP front-facing camera and 16GB internal memory, which is expandable to 48GB.
XTEX reckons the seven-inch tablet's stature is just the right size to compete with the 'too small' five-inch options and 'too big' ten-inch models.
Allen Kiehl, VP, XTEX, said: "Everyone is walking around with a tablet device under their arms. The 10-inch tablet’s become a fashion accessory, like not so long ago when everybody wore cell phones clipped to their belt.
"But just in case fashion and accessorising are important, My Tablet is available in three colors at the time of its launch: black, white, and pink."