PUSHD INC.

What PUSHD INC. does

PUSHD INC. operates the Aura Frames brand, a privately-held consumer electronics company founded in 2012 and headquartered in San Francisco that designs and sells cloud-connected digital picture frames. The product portfolio spans four configurations—a 10" Carver and Carver Mat, a 12" Aspen, a 15" Walden, and a premium 13" e-paper Aura Ink—each featuring color-calibrated displays with automatic ambient brightness adjustment. Frames connect via the free Aura mobile app (iOS/Android) to a proprietary cloud platform that provides unlimited photo and video storage, one-minute WiFi setup, and a collaborative sharing model allowing family members to upload content directly to each other's frames.

The business model is exclusively one-time hardware sales at unit prices from $149 to $499, with no subscription fees, which is a stated differentiator against subscription-based competitors. A second-frame discount ($15 off) encourages multi-unit household purchases. Go-to-market is direct-to-consumer first: Aura operates localized e-commerce storefronts across six markets (United States with English and Spanish variants, United Kingdom, Canada, Germany, France, and Mexico), supplemented by an in-store pickup partnership with Best Buy in the US and a corporate gifting program for B2B buyers.

The customer base consists primarily of gift purchasers and families with geographically distributed members. Aura claims a #1 ranking in digital frames since 2020 and Wirecutter's Pick 2025 designation, supported by 13,000+ five-star customer reviews on its own website. No venture funding, institutional ownership, headcount, or financial disclosures are available in the source data, limiting visibility into the company's underlying scale and capital structure.

Name

PUSHD INC.

Legal name

PUSHD INC.

Website

https://pushd.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

PUSHD INC. operates the Aura Frames brand, designing cloud-connected digital picture frames priced $149-$499. The company serves gift purchasers and distributed families across six countries (US, UK, Canada, Germany, France, Mexico) via direct e-commerce and Best Buy retail pickup.

Ownership category

akta.pro rank

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: One-time hardware sales of digital picture frames with no ongoing subscription fees. Revenue generated from sale of frames at various price points ($149-$499) with unlimited photo and video storage included.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

PUSHD INC. designs, manufactures, and sells WiFi-connected digital picture frames under the Aura Frames brand, available in 10", 12", 15" LCD and 13" e-paper variants priced from $149 to $499. Each frame pairs with a free iOS/Android app and unlimited cloud photo and video storage with no subscription fees, enabling families to share and display photos and videos across distributed households.

Product overview

Aura Frames by PUSHD INC. offers a portfolio of digital picture frames spanning four distinct product lines at 10", 12", 15", and 13" (e-paper) sizes. All frames share a unified ecosystem: a free mobile app for iOS and Android enabling quick one-minute WiFi setup, free unlimited cloud photo and video uploads with no subscription fees, and collaborative sharing where family members can upload photos directly to each other's frames. The product lineup differentiates by display technology (standard LCD vs. e-paper), size, and finish options including paper mat borders. Frames feature color-calibrated displays that auto-adjust to ambient lighting, with software updates delivered regularly.

Differentiator

Problem solved

Functional benefit

Products and services

• Aura Carver 10" HD Frame
• Aura Carver Mat 10" HD Frame
• Aura Aspen 12" HD Frame
• Aura Walden 15" HD Frame
• Aura Ink 13" E-Paper Digital Frame

Quantifiable outcome

• No subscription fees with unlimited photo and video storage
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Best BuycoreChannel Partner/ Reseller/ DistributorBest Buy serves as a retail channel partner offering in-store pickup for select Aura frame models (Carver Mat Gravel, Aspen Ink, and Walden Ink) at select US store locations.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Boox (Onyx International): Onyx International's Boox brand makes e-ink tablets and displays that overlap with Aura's e-paper Ink frame in display technology, though Boox targets reading and productivity use cases rather than dedicated photo display.

Broad incumbents

• Google Nest Hub: Google's Nest Hub family integrates with Google Photos to display personal photo albums as ambient screens, competing with Aura for the same family photo-display use case while leveraging Google's broader assistant and ecosystem.
• Amazon Echo Show: Amazon's Echo Show line of smart displays offers photo slideshow functionality alongside Alexa, video calling, and smart-home control, serving as a broad incumbent substitute for Aura frames in the connected home.

Others

• Apple iPad: Entry-level and refurbished iPads at comparable price points to mid-tier Aura frames can serve as general-purpose photo display devices via the Photos app and shared albums, making them a substitute rather than direct competitor.

Direct peers

• Aluratek: Aluratek manufactures a broad catalog of digital picture frames at consumer-friendly price points and competes directly with Aura in the same retail and e-commerce channels.
• Nixplay: Nixplay is one of the longest-standing digital picture frame brands, offering WiFi-connected frames with cloud photo sharing, and competes directly with Aura across multiple screen sizes and price points.
• Skylight Frame: Skylight Frame sells WiFi-connected digital picture frames targeted at families and gift-givers with a comparable direct-to-consumer model, making it the closest head-to-head competitor to Aura in the smart frame category.
• Frameo: Frameo provides the digital photo frame software platform used by many third-party frame manufacturers and also powers competing consumer frames, making it a direct technology and product peer to Aura's ecosystem approach.
• PhotoSpring: PhotoSpring sells WiFi digital photo frames with companion apps and cloud storage, targeting the same family photo-sharing use case as Aura with a similar direct-to-consumer positioning.
• Netgear Meural: Meural (a Netgear brand) offers WiFi-connected digital art and photo frames with subscription art libraries, competing in the premium end of the smart frame market where Aura's Walden and Ink lines also play.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/aura_frames
• Facebookfacebook.com/auraframes
• Instagraminstagram.com/auraframes

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 PUSHD INC.