E-reader brands in Australia:Which are most popular?
In September 2026, Kindle was the most searched e-reader brand in Australia, accounting for 75% of all searches among the five brands we track. When we checked with ChatGPT and Google AI Overviews, Kindle and Kobo showed up in every answer. Kobo was recommended most often, coming first in three out of five responses.
KindleShare of searches 75%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
KoboShare of searches 18.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
BooxShare of searches 4.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
reMarkableShare of searches 1.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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 Brandwave's three ChatGPT questions and two Google AI Overviews, Kindle and Kobo appeared every time. Kobo was recommended most often, coming first in three out of five answers. Kindle was second, and Boox was third. reMarkable, which ranked fourth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Kobo1st
- Kindle2nd
- Boox3rd
- reMarkable–
- 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?”
Asked ChatGPT
“What are the best e-readers?”
Asked ChatGPT
“What's the best e-reader for library books?”
Searched Google, AI Overview
“e reader”
Searched Google, AI Overview
“ereader”
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 do people search for most?
This chart shows how often people search Google for each e-reader brand by name. Each line represents a brand's share of searches for all five e-reader brands we track, month by month, from searches in Australia.
Share of searches by month for Kindle, Kobo, Boox. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kindle | Kobo | Boox | reMarkable | PocketBook |
|---|---|---|---|---|---|
| Oct 2025 | 77% | 15.5% | 3.8% | 3.1% | 0.74% |
| Nov 2025 | 79.8% | 13.1% | 3.2% | 3.2% | 0.64% |
| Dec 2025 | 80.3% | 13.2% | 3.2% | 2.6% | 0.64% |
| Jan 2026 | 77.8% | 15.6% | 3.1% | 2.5% | 0.9% |
| Feb 2026 | 74.2% | 18.3% | 3.6% | 3% | 0.88% |
| Mar 2026 | 77.4% | 15.5% | 3.8% | 2.5% | 0.75% |
| Apr 2026 | 74.4% | 18.2% | 3.6% | 3% | 0.72% |
| May 2026 | 73.7% | 18.1% | 4.4% | 2.9% | 0.87% |
| Jun 2026 | 78.4% | 15.7% | 3.1% | 2.1% | 0.62% |
| Jul 2026 | 74.5% | 18.3% | 4.5% | 2% | 0.72% |
| Aug 2026 | 74.5% | 18.3% | 4.5% | 2% | 0.72% |
| Sep 2026 | 75% | 18.4% | 4.5% | 1.6% | 0.56% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 75% | 135K | 0% | +0.4 points | |
| 2, held 2nd | 18.4% | 33.1K | 0% | +0.1 points | |
| 3, held 3rd | 4.5% | 8.1K | 0% | 0 points | |
| 4, held 4th | 1.6% | 2.9K | -19.4% | -0.4 points | |
| 5, held 5th | 0.56% | 1K | -23.1% | -0.2 points |
1.
Kindle75%
Held 1st. 135K estimated branded searches, 0% vs prior month. Share +0.4 points.
2.
Kobo18.4%
Held 2nd. 33.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
3.
Boox4.5%
Held 3rd. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.
1.6%
Held 4th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.4 points.
0.56%
Held 5th. 1K estimated branded searches, -23.1% vs prior month. Share -0.2 points.
Which brand is most popular in search among e-reader brands in Australia?
5 brands
In September 2026, Kindle was the most searched among e-reader brands in Australia, with an estimated 135K branded searches, 75% of all searches for the five we track. Kobo is in 2nd place, 56.6 percentage points behind at 18.4%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Kindle | 77% → 75% | 80.3%Dec 2025 | 73.7%May 2026 | 1st |
| Kobo | 15.5% → 18.4% | 18.4%Sep 2026 | 13.1%Nov 2025 | 2nd |
| Boox | 3.8% → 4.5% | 4.5%Sep 2026 | 3.1%Jan 2026 | 3rd |
| reMarkable | 3.1% → 1.6% | 3.2%Nov 2025 | 1.6%Sep 2026 | 4th |
| PocketBook | 0.74% → 0.56% | 0.9%Jan 2026 | 0.56%Sep 2026 | 5th |
Each finding as a sentence
- Across the 12 months ending September 2026, Kindle’s share of searches among e-reader brands in Australia decreased from 77% to 75%.
- 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, Boox’s share of searches among e-reader brands in Australia increased from 3.8% to 4.5%.
- Across the 12 months ending September 2026, reMarkable’s share of searches among e-reader brands in Australia decreased from 3.1% to 1.6%.
- Across the 12 months ending September 2026, Kindle’s share of searches among e-reader brands in Australia peaked at 80.3% in December 2025 and was lowest at 73.7% in May 2026.
- 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.
- Across the 12 months ending September 2026, Boox’s share of searches among e-reader brands in Australia peaked at 4.5% in September 2026 and was lowest at 3.1% in January 2026.
- Across the 12 months ending September 2026, reMarkable’s share of searches among e-reader brands in Australia peaked at 3.2% in November 2025 and was lowest at 1.6% in September 2026.
- Across the 12 months ending September 2026, PocketBook held steady: its share of searches among e-reader brands in Australia moved less than 0.5 percentage points.
How did search popularity change for Australia e-reader brands in September 2026?
4 changes
Estimated monthly branded searches for Boox in Australia rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026.
Estimated monthly branded searches for Kobo in Australia rose 22.1% over 12 measured months, from 27.1K to 33.1K in September 2026.
Estimated monthly branded searches for reMarkable in Australia fell 46.3% over 12 measured months, from 5.4K to 2.9K in September 2026.
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 branded searches counted for e-reader brands?
5 search terms
Each brand's share of searches among e-reader brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
Kindle
1 branded search term
- kindle
Kobo
1 branded search term
- kobo
Boox
1 branded search term
- boox
reMarkable
1 branded search term
- remarkable 2
PocketBook
1 branded search term
- pocketbook
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