Brandwave

How popular isKobo?

In September 2026, people searched for Kobo by name about 33,100 times in Australia, a 22.1% increase from the previous year. These searches made up 18.4% of all Australia e-reader brand searches, placing Kobo second out of five brands. When we asked both ChatGPT and Google AI Overviews about e-reader brands, Kobo appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

Kobo is the second most searched of 5 competitors and the most recommended in AI answers.

  1. KindleShare of searches 75%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. KoboShare of searches 18.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. BooxShare of searches 4.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. reMarkableShare of searches 1.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. PocketBookShare of searches 0.56%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top e-reader brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kobo appeared in all five answers. Kobo is the most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Kobo1st
  2. Kindle2nd
  3. Boox3rd
  4. reMarkable–
  5. PocketBook–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kindle5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kobo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Boox4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • reMarkable0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • PocketBook0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about e-reader brands

5 answers

  • Asked ChatGPT

    “Which e-reader should I buy in Australia?”

    1. 1Kobo
    2. 2Kindle

  • Asked ChatGPT

    “What are the best e-readers?”

    1. 1Kobo
    2. 2Kindle
    3. 3Boox

  • Asked ChatGPT

    “What's the best e-reader for library books?”

    1. 1Kobo
    2. 2Boox
    3. 3Kindle

  • Searched Google, AI Overview

    “e reader”

    1. 1Kindle
    2. 2Kobo
    3. 3Boox

  • Searched Google, AI Overview

    “ereader”

    1. 1Kindle
    2. 2Kobo
    3. 3Boox

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which e-reader brands compete with Kobo?

Kobo against e-reader brands in Australia, by month

Share of searches by month for Kindle, Kobo, Boox. The figures are in the table below the chart.

View monthly share of searches table
MonthKindleKoboBooxreMarkablePocketBook
Oct 202577%15.5%3.8%3.1%0.74%
Nov 202579.8%13.1%3.2%3.2%0.64%
Dec 202580.3%13.2%3.2%2.6%0.64%
Jan 202677.8%15.6%3.1%2.5%0.9%
Feb 202674.2%18.3%3.6%3%0.88%
Mar 202677.4%15.5%3.8%2.5%0.75%
Apr 202674.4%18.2%3.6%3%0.72%
May 202673.7%18.1%4.4%2.9%0.87%
Jun 202678.4%15.7%3.1%2.1%0.62%
Jul 202674.5%18.3%4.5%2%0.72%
Aug 202674.5%18.3%4.5%2%0.72%
Sep 202675%18.4%4.5%1.6%0.56%

  1. 1.Kindle

    75%

    Held 1st. 135K estimated branded searches, 0% vs prior month. Share +0.4 points.

  2. 2.Kobo

    18.4%

    Held 2nd. 33.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.Boox

    4.5%

    Held 3rd. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.reMarkable

    1.6%

    Held 4th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.4 points.

  5. 5.PocketBook

    0.56%

    Held 5th. 1K estimated branded searches, -23.1% vs prior month. Share -0.2 points.

Compare popularity between Kobo and its closest rivals

Every comparison with Kobo

4 comparisons

How has branded search demand for Kobo changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Kobo in Australia rose from 27.1K to 33.1K.
  • Across the 12 months ending September 2026, Kobo’s share of searches among e-reader brands in Australia increased from 15.5% to 18.4%.
  • Across the 12 months ending September 2026, Kobo’s share of searches among e-reader brands in Australia peaked at 18.4% in September 2026 and was lowest at 13.1% in November 2025.

How did search popularity change for Australia e-reader brands in September 2026?

4 changes

  1. Estimated monthly branded searches for Boox in Australia rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026.

  2. Estimated monthly branded searches for Kobo in Australia rose 22.1% over 12 measured months, from 27.1K to 33.1K in September 2026.

  3. Estimated monthly branded searches for reMarkable in Australia fell 46.3% over 12 measured months, from 5.4K to 2.9K in September 2026.

  4. Estimated monthly branded searches for PocketBook in Australia fell 23.1% over 12 measured months, from 1.3K to 1K in September 2026.

How are Kobo’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Kobo’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • kobo

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How the Brand Demand Index is measured

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