Aura Frames

Aura Frames

Direct-to-consumer premium digital photo frames

Overview

Aura Frames makes high-end digital photo frames that display and preserve memories with premium craftsmanship. Its frames connect to Wi-Fi and pair with a mobile app, enabling seamless photo transfer, cloud storage, and smart features like motion sensors and ambient light sensing to adjust display. The product line emphasizes superior display quality, durable materials, and thoughtful design, setting it apart in the consumer electronics and home decor space. Aura Frames differentiates itself through premium build, curated software features, and a direct-to-consumer approach that offers multiple models at different price points. The company’s goal is to help customers cherish moments at home by providing easy-to-use, aesthetically pleasing frames with reliable performance through a direct online and retail presence in the U.S.

Significant Headcount Growth

About Aura Frames

Simplify's Rating
Why Aura Frames is rated
C+
Rated C on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Hardware

Consumer Software

Design

Consumer Goods

Company Size

51-200

Company Stage

Late Stage VC

Total Funding

$40.9M

Headquarters

New York City, New York

Founded

2012

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Simplify's Take

What believers are saying

  • Aura Walden and Aspen top Tom's Guide and TechRadar 2026 rankings.
  • Reached 3M app users and 1M frames sold by early 2023.
  • Raised $26M in 2022 fueling AI features and Text to Frame.

What critics are saying

  • E Ink supply constraints block Ink frame orders within 6 months.
  • Amazon Echo Show 21 and Samsung frames erode market share in 12 months.
  • Google Photos shared albums collapse private network moat in 18 months.

What makes Aura Frames unique

  • Ink Frame uses E Ink Spectra 6 for non-glowing, print-like displays.
  • Proprietary dithering expands six colors into millions of tones.
  • Calm Tech Certified minimizes digital noise and distractions.

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Funding

Total Funding

$40.9M

Above

Industry Average

Funded Over

7 Rounds

Late VC funding comparison data is currently unavailable. We're working to provide this information soon!
Late VC Funding Comparison
Coming Soon

Benefits

401(k) Company Match

Health Insurance

Stock Options

Flexible Time Off

Lunch and snacks

$150 monthly fitness allowance

Remote Work Options

Hybrid Work Options

Wellness Program

Mental Health Support

Conference Attendance Budget

Professional Development Budget

Phone/Internet Stipend

Home Office Stipend

Flexible Work Hours

Family Planning Benefits

Growth & Insights and Company News

Headcount

6 month growth

1%

1 year growth

3%

2 year growth

4%
Fstoppers
Oct 21st, 2025
Aura's Ink Frame Combines Print-Like Aesthetics With Smart Connectivity

Aura has introduced the Ink, a cordless color e-paper frame designed to bridge the gap between the permanence of a printed photo and the flexibility of a connected device. The frame aims to give users a way to display more photos at home without adding another glowing screen. With up to three months of battery life on a single charge, Ink can be mounted flush to the wall or placed on a tabletop. A different kind of digital frame. Unlike traditional digital photo frames that rely on constant power and backlit displays, Ink uses a 13.3-inch color e-paper panel based on E Ink Spectra 6 technology. The result is a non-glowing, low-power display that reconfigures physical color particles to form each image in a 30-second process known as imprinting. This gives photos a subtle, vintage quality while consuming almost no energy once displayed. Aura's proprietary dithering algorithm expands the frame's six-color system of white, black, red, yellow, green, and blue into millions of tones, enhancing realism and detail. The company has paired that with adaptive front lighting that adjusts automatically to ambient conditions, giving images soft vibrancy without the glare of an LCD screen. When no one is nearby, a built-in motion sensor switches off the lighting to preserve battery life. Designed to fit naturally into a space. The frame's design follows Aura's emphasis on minimalism. The Ink's graphite bezel, paper-textured mat, and glossy display surface evoke the look of a framed print rather than a gadget. At just 0.6 inches thick and 3.2 pounds, it is the thinnest e-paper frame currently available. It comes with both a tabletop stand and wall-mount hardware for flexible placement. A wireless experience. With its rechargeable battery and Wi-Fi connectivity, Ink operates completely free of cords. Battery life varies depending on how often the front light is used, the number of image updates, and Wi-Fi strength, but Aura estimates up to three months on a single charge. The frame is controlled through the Aura app, available on iOS and Android, which allows users to upload photos, manage schedules, and invite others to contribute images. Photos can be sent via app, email, or linked cloud services like iCloud and Google Photos. The company also highlights its "Calm Tech Certified" recognition from the Calm Tech Institute, signifying that the device has been designed to minimize digital noise and distractions. Key specifications. * Display: 13.3-inch E Ink Spectra 6 color display, 1,600 x 1,200 resolution, 150 pixels per inch, glossy finish with paper-textured matting * Contrast Ratio: 30:1 * Viewing Angle: Nearly 180 degrees * Orientation: Portrait or landscape * Dimensions and Weight: 14.1 x 11.4 x 0.6 inches; 3.2 pounds * Battery Life: Up to 3 months on a single charge * Charging: USB-C, 100 - 240 V source, full charge in about 6 hours * Connectivity: Wi-Fi 2.4 GHz and 5 GHz * Controls: On-frame navigation buttons for next/previous photo, battery check indicator (green, yellow, red) * Photo Management: Shuffle or chronological transitions; overnight or scheduled updates * Light Sensor: Adaptive lighting with automatic shutoff * Motion Sensor: Turns off light when no one is nearby * Platform Support: Works with iOS 15+ and Android 8.0+ * Storage: Unlimited cloud storage with no subscription fees * Color and Finish: Graphite bezel, paper-textured mat Why it matters. For photographers and visual artists, the Ink represents a new way to present digital work in a physical space. Traditional digital frames often distract with constant motion or screen glare, but e-paper technology allows for subtle, gallery-like displays that more closely resemble prints. The frame's color rendering is still more muted than a backlit display, but its tonal richness and texture align well with fine art and lifestyle imagery. The wireless design and long battery life also make it practical for professional environments where power access and cable management can be challenging. With the ability to update remotely via the Aura app, the frame could serve as a low-maintenance portfolio display for photographers who want to rotate work periodically. Aura Ink is available now in the United States for $499 exclusively from Aura. It joins the company's lineup of digital HD frames, including the Carver, Aspen, and Walden models.

Popular Photography
Sep 19th, 2023
The Aura Walden is a 15-inch, wall-mountable digital photo frame

Aura is constantly working on new AI features to make its frames smarter and more user-friendly.

TechCrunch
Nov 22nd, 2022
Aura, the frame and photo startup, raises $26M as it nears 3M app users with 1M frames sold

Aura, a photo and frame startup founded by early Twitter employees, has pulled in some funding as it gears up for the holiday season.

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