Brandwave

Kindle vs reMarkable:Which is more popular?

In September 2026, Kindle had more branded searches than reMarkable among e-reader brands in Australia. Kindle had about 135,000 branded searches, while reMarkable had 2,900. Kindle made up 75% of all e-reader brand searches we track, and reMarkable accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about e-reader brands, Kindle appeared in all five answers and reMarkable in none.

Among e-reader brands in Australia in September 2026

Who do people search for more?

Kindle, about 47 searches for every 1 for reMarkable

Kindle 135K searchesreMarkable 2.9K searches

Who does AI mention more?

Kindle, mentioned in every answer we collected

Kindle in 5 of 5reMarkable in 0 of 5

Who does AI recommend more?

Kindle, the only one of the two named

Kindle first in 5reMarkable never named

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Top e-reader brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kindle appeared in all five answers. reMarkable did not appear in any of the five answers.

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.

Is Kindle or reMarkable more popular in search?

This chart shows how often people search Google for Kindle and reMarkable 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.

Kindle and reMarkable among e-reader brands in Australia, by month

Share of searches by month for Kindle, reMarkable. 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%

How has the Kindle and reMarkable comparison changed over the last 12 months?

3 findings
  • Kindle was ahead of reMarkable in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Kindle’s share of searches among e-reader brands in Australia moved from 77% to 75%, and its estimated monthly branded searches held steady at 135K.
  • Across the 12 months ending September 2026, reMarkable’s share of searches among e-reader brands in Australia moved from 3.1% to 1.6%, and its estimated monthly branded searches moved from 5.4K to 2.9K.

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

1 change

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Kindle’s and reMarkable’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Kindle

1 branded search term

  • kindle

reMarkable

1 branded search term

  • remarkable 2

How the Brand Demand Index is measured

Other head-to-heads among e-reader brands

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