ONYX BOOX

What ONYX BOOX does

ONYX BOOX is the consumer electronics brand of Onyx International Inc., a privately held China-headquartered company that designs, manufactures, and sells E Ink (ePaper) devices to consumers and professionals in more than 100 countries. The product portfolio spans five active hardware lines plus accessories: the Go Series of portable e-readers (e.g., Go 6 Gen II at $199.99 and Go 10.3 Gen II at $419.99), the Note Series of productivity-oriented ePaper tablets with stylus support (Note Air5 C at $529.99, Note Max, Note Air4 C), the Palma Series of pocket-sized readers (Palma 2 Pro with 5G at $399.99), the Tab Series of color ePaper tablets (Tab X C), the Mira Series of E Ink monitors, and the Page 7-inch reader at $250. All BOOX devices run Android with Google Play built in, support up to 26 document and ebook formats, and are positioned as a third-party-app-friendly alternative to the closed Kindle and Kobo ecosystems.

The core technology is reflective E Ink Electronic Paper Display using microcapsules with charged black and white particles, which consumes power only during page turns and produces a glare-free, paper-like reading experience. BOOX is credited as the world's first company to apply Android 10 OS to e-readers and has been selling into international markets since 2009. Revenue is generated almost entirely through one-time hardware sales (e-readers, ePaper tablets, monitors) and accessory sales (cases, keyboard covers, styluses), distributed primarily through direct-to-consumer e-commerce via three regional online storefronts (shop.boox.com, euroshop.boox.com, cht.boox.com), supplemented by an affiliate program and earned media coverage in Forbes, WSJ, PCMag, and TechRadar. The company employs 251-500 staff, is privately held with a 2024 funding round involving Chuangyu Investment Management, Jingbai Fund, and Lenovo Capital and Incubator Group, and most recently refreshed its lineup with color Kaleido 3 displays, Android 15, AI Smart Scribe stylus features, and 5G connectivity on the Palma 2 Pro.

Name

ONYX BOOX

Legal name

Onyx International Inc.

Website

https://boox.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Short description

ONYX BOOX is a privately held China-based consumer electronics brand that designs and sells Android-powered E Ink e-readers, ePaper tablets, and monitors across 100+ countries via direct-to-consumer e-commerce. It serves productivity professionals, digital nomads, and e-reader enthusiasts seeking an open-app alternative to Kindle and Kobo.

Ownership category

akta.pro rank

Product category

Consumer Electronics

SIC

Household Audio & Video Equipment (3651)

akta.pro primary industry

eReaders & ePaper Tablets (HDACAMAK)

akta.pro secondary industries

E-Note Devices (E-Ink Writing Tablets) (CRACAMAF), E-Readers (E-Ink Readers) (CRACAMAE), Tablet Accessories (Keyboards, Styluses, Cases, Screen Protectors, Docks) (CRACAMAJ)

Keywords

• E Ink eReaders
• EPaper tablets
• Digital note-taking devices
• Android ePaper devices
• E Ink monitors

Headquarters

HQ city

Guangzhou

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. E-Reader Hardware Sales: One-time purchase of e-reader devices including Go Series, Page, and Palma Series. Devices range from entry-level to premium with various display sizes and features.
2. E-Ink Tablet Hardware Sales: One-time purchase of e-paper tablets including Note Series and Tab Series. Premium devices with larger screens, stylus support, and productivity features for professional use.
3. E-Ink Monitor Sales: Sale of BOOX Mira Series monitors for extended screen use with e-paper technology.
4. Accessories Sales: Sale of accessories including magnetic cases, protective cases, stylus pens, keyboard covers, and other add-ons. Accessories include BOOX Magnetic Case for Go 10.3 Series ($50.99) and Magnetic 2-in-1 Protective Case for Palma 2 Pro ($21.99).
5. Used Device Sales: Dedicated section for refurbished or used BOOX devices at lower price points.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

ONYX BOOX designs, manufactures, and sells E Ink (electronic paper) consumer devices, including portable e-readers, large-format ePaper tablets with stylus-based note-taking, and E Ink monitors. All devices run Android OS with Google Play built-in, supporting reading, handwritten notes, and productivity use cases. The company sells its own hardware under the BOOX brand directly to consumers worldwide.

Product overview

BOOX (ONYX BOOX) is a consumer electronics brand specializing in E Ink (ePaper) devices. The product portfolio consists of multiple ePaper tablet and eReader lines built on Android OS: Tab Series (color productivity tablets), Note Series (large-format tablets including Note Max, Note Air5 C, Note Air4 C), Go Series (portable devices including Go 10.3 Gen II, Go 10.3 Gen II Lumi, Go Color 7, Go 7, Go 6 Gen II), Palma Series (pocket-sized devices including Palma 2 Pro, Palma 2, Palma), Monitors (Mira Pro Color Version), and Page (7-inch eReader). All devices run Android with Google Play integration and support multitasking, third-party apps, and stylus input where applicable. The ecosystem includes accessories like magnetic cases.

Differentiator

Problem solved

Functional benefit

Products and services

• Tab X C Color ePaper tablet in the Tab series, featuring E Ink display technology for productivity-focused tasks and professional reading.
• Note Max Large-format ePaper tablet in the Note series, designed for reading and note-taking with an extended screen size for productivity use.
• Note Air5 C 10.3-inch color ePaper tablet featuring Kaleido 3 color display, Android 15 OS, AI Smart Scribe stylus features, and bundled Boox Pen 3 stylus, targeted at productivity professionals.
• Note Air4 C Color ePaper tablet in the Note Air series with stylus support for productivity tasks and reading.
• Go 10.3 (Gen II) 10.3-inch ePaper tablet running Android 15, designed for digital nomads with distraction-free productivity, featuring a front light option and Google Play app support.
• Go 10.3 (Gen II) Lumi 10.3-inch ePaper tablet with an enhanced Lumi front light for improved visibility in various lighting conditions, sold as part of the Gen II Go 10.3 line.
• Go Color 7 Color eReader with note-taking capabilities and third-party app support via Android OS, marketed as a Kindle alternative for open-ecosystem users.
• Go 7 7-inch eReader in the Go series for portable reading and basic productivity.
• Go 6 (Gen II) 6-inch monochrome eReader with 300 dpi E-Paper display, Android 11 OS, support for 26 ebook formats, optional InkSense Plus stylus, and four color options, targeted at portable reading users.
• Palma 2 Pro Pocket-sized 6.13-inch color e-reader featuring E Ink Kaleido 3 display, Android 15, 8GB RAM, stylus support, and 5G mobile data connectivity via hybrid SIM slot, targeting mobile reading and digital nomad use.
• Palma 2 Monochrome pocket-sized e-reader in the Palma series, sold as the more affordable option for basic mobile reading.
• Page 7-inch E Ink reader with simplified Android 11 OS, ergonomic design with page-turn buttons, note-taking, internet browsing, and approximately two weeks of battery life.
• Mira Pro Color Version Color ePaper monitor in the Mira series for extended screen productivity using E Ink display technology.
• Max Lumi 13.3-inch large-screen Android-based E Ink tablet, one of BOOX's flagship large-format devices.
• Note Air 10.3-inch Android-based E Ink tablet designed for note-taking and reading.
• Note3 Android-based E Ink tablet in the Note series for productivity tasks.
• Nova3 Color 7.8-inch color E Ink tablet featuring color display technology for enhanced visual content viewing.
• Poke3 Compact Android-based eReader in the Poke series.
• Magnetic Case for Go 10.3 Series Magnetic protective case accessory designed for the Go 10.3 series devices, sold alongside the main hardware lineup.
• Magnetic 2-in-1 Protective Case for Palma 2 Pro Magnetic 2-in-1 protective case accessory designed for the Palma 2 Pro e-reader, sold as an add-on product.

Quantifiable outcome

• Products sold to over 100 countries and regions globally
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

One partnership is on record.

• Google PlaycoreTechnology or IntegrationGoogle Play is built into all BOOX Android-based e-readers and e-paper tablets, enabling users to download and install third-party applications. This is positioned as a key differentiator against competitors like Amazon Kindle and Kobo that have closed ecosystems.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Amazon Kindle: Amazon's Kindle e-reader line is the dominant direct competitor to BOOX in E Ink reading devices. Both target the same mainstream consumer reading use case, though Kindle relies on a locked ecosystem while BOOX differentiates via Android openness and broader format support.
• reMarkable: reMarkable produces E Ink paper tablets focused on handwriting, note-taking, and document annotation, directly overlapping with BOOX's Note and Tab series. Both sell premium productivity-oriented E Ink devices through DTC channels and compete for the same professional/creative buyer.
• Kobo (Rakuten): Kobo is a leading e-reader brand owned by Rakuten, offering E Ink devices with its own bookstore ecosystem. Like Amazon Kindle, Kobo competes head-to-head with BOOX's Go and Palma series in the consumer e-reading category, though with a more closed ecosystem.
• Supernote: Supernote (by Ratta) makes E Ink note-taking tablets with stylus input, directly comparable to BOOX's Note series. Both target professionals and digital note-takers seeking distraction-free writing experiences and compete on hardware quality and software features.
• PocketBook: PocketBook is a European e-reader manufacturer offering E Ink devices with broad file format support and an open ecosystem similar to BOOX. Both target users seeking alternatives to Kindle/Kobo, with comparable price points and feature sets.
• Dasung: Dasung specializes in E Ink monitors and e-paper tablets for professional and developer use, directly comparable to BOOX's Mira monitor series. Both target productivity-focused users seeking eye-friendly secondary displays for extended screen time.

Emerging players

• Bigme: Bigme is a Chinese manufacturer producing Android-based E Ink tablets and e-readers, closely overlapping with BOOX's product portfolio. It represents an emerging player in the same category with comparable technology and price positioning, intensifying competition in China and global markets.

Broad incumbents

• Lenovo Smart Paper: Lenovo's Smart Paper is an E Ink note-taking tablet from a major PC OEM, comparable to BOOX's Note series. As Lenovo is also a strategic investor in BOOX, this creates both partnership potential and competitive overlap in the enterprise/prosumer E Ink tablet category.
• Huawei MatePad Paper: Huawei's MatePad Paper is an E Ink tablet from a major Chinese consumer electronics OEM, offering HarmonyOS-based reading and note-taking. It competes with BOOX's higher-end Note and Tab series while leveraging Huawei's broader brand and ecosystem.

Regional players

• iReader: iReader is a major Chinese e-reader brand owned by Zhangyue Technology, dominant in mainland China. While not directly competing in BOOX's international markets, it represents a key regional competitor with similar Android-based E Ink products targeting the same Chinese consumer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/OnyxBoox
• YouTubeyoutube.com/@BOOX.global
• Facebookfacebook.com/boox.global
• Instagraminstagram.com/boox.global
• LinkedInlinkedin.com/company/onyxboox

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ONYX BOOX