Two words, ... Pure Android.
I love the fire HD 10 as much as the next man (just ordered 2 recently thanks to OP). They are well built, low maintenance machines, but are held back by the Fire OS.
I've been looking to try this Onn tablet, definitely worth buying at this price.
I know there's some complaint about a lack of oleophobic coating on these, but i'm certain a basic screen protector should take care of that.