10x Genomics launched Atera, a whole-transcriptome spatial biology instrument designed to close gaps in throughput and measurement trade-offs compared with existing spatial tools. The company presented the platform around AACR, positioning it as the biggest product launch in its history. Atera is offered at a price point of $495,000 and is expected to be available in the second half of the year. 10x claims multiple performance advantages versus Xenium, including higher throughput and increased plex capacity for targeted assays. With up to 800 whole-transcriptome samples per year and a stackable panel strategy using Atera Select panels, the platform targets scalable tissue-based profiling for research programs that need whole-transcriptome context at scale.