Amazon has dominated the e-reader market for years, but a surprise contender is starting to chip away at that lead.
The Xteink X4, a compact, low-cost e-reader that has gone viral online, has entered Amazon’s top 10 best-selling e-readers list and is even outpacing several Kindle models in the process.
At number seven, the X4 is currently ahead of devices like the 32GB Kindle Colorsoft variant and Amazon’s Kindle Kids Editions. Although it still sits behind the Kindle Paperwhite and base Kindle, for a small, independent device with no major retail ecosystem behind it, the result is still unusual territory.
A big part of its momentum comes down to timing and price. At around $70, the Xteink X4 undercuts almost everything else in the category. It’s also been boosted heavily by short-form video content online. There, its ultra-compact design has made it something of a social media curiosity rather than just another reading device.
That design is really the main hook. The X4 is small enough to slip into a pocket, and it even includes built-in magnets for attaching to the back of Qi2-compatible phones. This feature includes compatibility with newer iPhones and Pixel devices, and makes it easy to carry around as a secondary screen for reading on the go. You do this without feeling like you’re carrying a full-sized device.
User feedback has been mixed on the software side, though. Out of the box, the X4’s system is fairly basic, so some owners recommend switching to third-party software like Crosspoint for a smoother reading experience. Once set up, however, users say it becomes a surprisingly capable pocket e-reader that works well for casual reading sessions.
The timing of its rise isn’t ideal for Amazon either. The company’s recent decision to discontinue support for some older Kindle devices has frustrated parts of its user base, potentially pushing them to look elsewhere. And when they do, the Xteink X4 now sits right there in Amazon’s own bestseller rankings. This makes it an unusually visible alternative to the Kindle ecosystem.
