---
title: "E-reader brands in Australia: Which are searched most?"
description: "Compare the e-reader brands Australian readers use. Share of Search among Kindle, Kobo, Boox, reMarkable and PocketBook, the e-reader brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/au/categories/au-e-reader-brands"
publisher: "Brandwave"
---

# E-reader brands in Australia: Which are searched most?

Compare the e-reader brands Australian readers use. Share of Search among Kindle, Kobo, Boox, reMarkable and PocketBook, the e-reader brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: E-reader brands
- **Market**: Australia
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Kindle, 75%

## Which brand is most popular in search among e-reader brands in Australia?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Kobo | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Kindle | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Boox | 3rd | 2 of 3 | 2 of 2 | 4 of 5 |
| reMarkable | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| PocketBook | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about e-reader brands

- Asked ChatGPT "Which e-reader should I buy in Australia?": 1. Kobo, 2. Kindle
- Asked ChatGPT "What are the best e-readers?": 1. Kobo, 2. Kindle, 3. Boox
- Asked ChatGPT "What's the best e-reader for library books?": 1. Kobo, 2. Boox, 3. Kindle
- Searched Google, AI Overview "e reader": 1. Kindle, 2. Kobo, 3. Boox
- Searched Google, AI Overview "ereader": 1. Kindle, 2. Kobo, 3. Boox

Not named in any answer: reMarkable and PocketBook.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026.

## Compare search popularity between leading brands

- [Kindle vs Kobo: compare search popularity](/demand/au/compare/kindle-vs-kobo): 75% against 18.4% Share of Search.
- [Kindle vs Boox: compare search popularity](/demand/au/compare/boox-vs-kindle): 75% against 4.5% Share of Search.
- [Kobo vs Boox: compare search popularity](/demand/au/compare/boox-vs-kobo): 18.4% against 4.5% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Kindle | 75% | 135K | 0.0% | Amazon |
| 2 | Kobo | 18.4% | 33.1K | 0.0% | Kobo |
| 3 | Boox | 4.5% | 8.1K | 0.0% | Boox |
| 4 | reMarkable | 1.6% | 2.9K | -19.4% | reMarkable |
| 5 | PocketBook | 0.56% | 1K | -23.1% | PocketBook |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Kindle | 135K | 77% | 1 |
| Oct 2025 | Kobo | 27.1K | 15.5% | 2 |
| Oct 2025 | Boox | 6.6K | 3.8% | 3 |
| Oct 2025 | reMarkable | 5.4K | 3.1% | 4 |
| Oct 2025 | PocketBook | 1.3K | 0.74% | 5 |
| Nov 2025 | Kindle | 201K | 79.8% | 1 |
| Nov 2025 | Kobo | 33.1K | 13.1% | 2 |
| Nov 2025 | Boox | 8.1K | 3.2% | 3 |
| Nov 2025 | reMarkable | 8.1K | 3.2% | 4 |
| Nov 2025 | PocketBook | 1.6K | 0.64% | 5 |
| Dec 2025 | Kindle | 201K | 80.3% | 1 |
| Dec 2025 | Kobo | 33.1K | 13.2% | 2 |
| Dec 2025 | Boox | 8.1K | 3.2% | 3 |
| Dec 2025 | reMarkable | 6.6K | 2.6% | 4 |
| Dec 2025 | PocketBook | 1.6K | 0.64% | 5 |
| Jan 2026 | Kindle | 165K | 77.8% | 1 |
| Jan 2026 | Kobo | 33.1K | 15.6% | 2 |
| Jan 2026 | Boox | 6.6K | 3.1% | 3 |
| Jan 2026 | reMarkable | 5.4K | 2.5% | 4 |
| Jan 2026 | PocketBook | 1.9K | 0.9% | 5 |
| Feb 2026 | Kindle | 110K | 74.2% | 1 |
| Feb 2026 | Kobo | 27.1K | 18.3% | 2 |
| Feb 2026 | Boox | 5.4K | 3.6% | 3 |
| Feb 2026 | reMarkable | 4.4K | 3% | 4 |
| Feb 2026 | PocketBook | 1.3K | 0.88% | 5 |
| Mar 2026 | Kindle | 135K | 77.4% | 1 |
| Mar 2026 | Kobo | 27.1K | 15.5% | 2 |
| Mar 2026 | Boox | 6.6K | 3.8% | 3 |
| Mar 2026 | reMarkable | 4.4K | 2.5% | 4 |
| Mar 2026 | PocketBook | 1.3K | 0.75% | 5 |
| Apr 2026 | Kindle | 135K | 74.4% | 1 |
| Apr 2026 | Kobo | 33.1K | 18.2% | 2 |
| Apr 2026 | Boox | 6.6K | 3.6% | 3 |
| Apr 2026 | reMarkable | 5.4K | 3% | 4 |
| Apr 2026 | PocketBook | 1.3K | 0.72% | 5 |
| May 2026 | Kindle | 135K | 73.7% | 1 |
| May 2026 | Kobo | 33.1K | 18.1% | 2 |
| May 2026 | Boox | 8.1K | 4.4% | 3 |
| May 2026 | reMarkable | 5.4K | 2.9% | 4 |
| May 2026 | PocketBook | 1.6K | 0.87% | 5 |
| Jun 2026 | Kindle | 165K | 78.4% | 1 |
| Jun 2026 | Kobo | 33.1K | 15.7% | 2 |
| Jun 2026 | Boox | 6.6K | 3.1% | 3 |
| Jun 2026 | reMarkable | 4.4K | 2.1% | 4 |
| Jun 2026 | PocketBook | 1.3K | 0.62% | 5 |
| Jul 2026 | Kindle | 135K | 74.5% | 1 |
| Jul 2026 | Kobo | 33.1K | 18.3% | 2 |
| Jul 2026 | Boox | 8.1K | 4.5% | 3 |
| Jul 2026 | reMarkable | 3.6K | 2% | 4 |
| Jul 2026 | PocketBook | 1.3K | 0.72% | 5 |
| Aug 2026 | Kindle | 135K | 74.5% | 1 |
| Aug 2026 | Kobo | 33.1K | 18.3% | 2 |
| Aug 2026 | Boox | 8.1K | 4.5% | 3 |
| Aug 2026 | reMarkable | 3.6K | 2% | 4 |
| Aug 2026 | PocketBook | 1.3K | 0.72% | 5 |
| Sep 2026 | Kindle | 135K | 75% | 1 |
| Sep 2026 | Kobo | 33.1K | 18.4% | 2 |
| Sep 2026 | Boox | 8.1K | 4.5% | 3 |
| Sep 2026 | reMarkable | 2.9K | 1.6% | 4 |
| Sep 2026 | PocketBook | 1K | 0.56% | 5 |

## What is being compared

- **Boox**: Measured on the search term “boox”.
- **Kindle**: Measured on the search term “kindle”.
- **Kobo**: Measured on the search term “kobo”.
- **PocketBook**: Measured on the search term “pocketbook”.
- **reMarkable**: Measured on the search term “remarkable 2”.

- [Boox](/demand/au/brands/boox)
- [Kindle](/demand/au/brands/kindle)
- [Kobo](/demand/au/brands/kobo)
- [PocketBook](/demand/au/brands/pocketbook)
- [reMarkable](/demand/au/brands/remarkable)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among e-reader brands in Australia?

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.

## Cite this page

Brandwave. "E-reader brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-e-reader-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-e-reader-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.