How popular isKindle in search?

In August 2026, there were an estimated 3.4M branded searches for Kindle worldwide which held steady over the last 11 months. Kindle holds 66.1% estimated Share of Search among ebook readers worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which ebook readers compete with Kindle?

Kindle against ebook readers worldwide, by month

Month	Kindle	Kobo	reMarkable	PocketBook	Onyx Boox	Nook
Oct 2025	69.4%	13.9%	13.9%	2.3%	0.37%	0.11%
Nov 2025	71.1%	14.3%	11.7%	2.3%	0.39%	0.11%
Dec 2025	69%	16.9%	11.3%	2.3%	0.46%	0.11%
Jan 2026	69%	16.9%	11.4%	2.3%	0.37%	0.11%
Feb 2026	69%	16.9%	11.3%	2.3%	0.37%	0.11%
Mar 2026	69%	16.9%	11.3%	2.3%	0.37%	0.11%
Apr 2026	70.4%	17.3%	9.5%	2.3%	0.47%	0.11%
May 2026	68.9%	16.9%	11.3%	2.3%	0.56%	0.11%
Jun 2026	68.9%	16.9%	11.3%	2.3%	0.46%	0.14%
Jul 2026	70.4%	17.3%	9.5%	2.3%	0.47%	0.11%
Aug 2026	66.1%	19.7%	10.9%	2.7%	0.53%	0.11%
Sep 2026	—	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Kindle Amazon	66.1%	3.4M	0%	-4.3 points
2, held 2nd	Kobo	19.7%	1M	+21.5%	+2.4 points
3, held 3rd	reMarkable	10.9%	550K	+22.2%	+1.4 points
4, held 4th	PocketBook	2.7%	135K	+22.7%	+0.4 points
5, held 5th	Onyx Boox	0.53%	27.1K	+22.1%	+0.1 points
6, held 6th	Nook	0.11%	5.4K	0%	0 points

1.Kindle
66.1%
Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share -4.3 points.
2.Kobo
19.7%
Held 2nd. 1M estimated branded searches, +21.5% vs prior month. Share +2.4 points.
3.reMarkable
10.9%
Held 3rd. 550K estimated branded searches, +22.2% vs prior month. Share +1.4 points.
4.PocketBook
2.7%
Held 4th. 135K estimated branded searches, +22.7% vs prior month. Share +0.4 points.
5.Onyx Boox
0.53%
Held 5th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.1 points.
6.Nook
0.11%
Held 6th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Kindle and its closest rivals

How has branded search demand for Kindle changed worldwide over the last 12 months?

3 findings

Across the 11 months ending August 2026, estimated monthly branded searches for Kindle worldwide held steady at 3.4M.
Across the 11 months ending August 2026, Kindle’s estimated Share of Search among ebook readers worldwide decreased from 69.4% to 66.1%.
Across the 11 months ending August 2026, Kindle’s estimated Share of Search among ebook readers worldwide peaked at 71.1% in November 2025 and was lowest at 66.1% in August 2026.

How did search popularity change for ebook readers worldwide in August 2026?

5 changes

In August 2026, Kobo gained estimated Share of Search among ebook readers worldwide, from 17.3% to 19.7%.
In August 2026, reMarkable gained estimated Share of Search among ebook readers worldwide, from 9.5% to 10.9%.
In August 2026, Kindle lost estimated Share of Search among ebook readers worldwide, from 70.4% to 66.1%.
Estimated monthly branded searches for Onyx Boox worldwide rose 49.7% over 11 measured months, from 18.1K to 27.1K in August 2026.
Estimated monthly branded searches for PocketBook worldwide rose 22.7% over 11 measured months, from 110K to 135K in August 2026.

How is Kindle measured?

Brandwave collects information about searches that people make online using Kindle’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.

1 branded search term