How popular isKindle in search?

In September 2026, there were an estimated 3.4M branded searches for Kindle worldwide which held steady over the last 12 months. Kindle holds 61.1% estimated Share of Search among e-reader brands worldwide and is ranked 1st of 7 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which e-reader brands compete with Kindle?

Kindle against e-reader brands worldwide, by month

Month	Kindle	Kobo	reMarkable	Onyx Boox	Boox	PocketBook	Nook
Oct 2025	64%	12.9%	12.9%	4.2%	3.8%	2.1%	0.1%
Nov 2025	65.5%	13.2%	10.8%	4.3%	3.9%	2.2%	0.11%
Dec 2025	63.7%	15.6%	10.5%	4.3%	3.8%	2.1%	0.1%
Jan 2026	64.6%	15.8%	10.6%	3.5%	3.2%	2.1%	0.1%
Feb 2026	64.6%	15.9%	10.6%	3.5%	3.2%	2.1%	0.1%
Mar 2026	63.7%	15.7%	10.5%	4.2%	3.8%	2.1%	0.1%
Apr 2026	64.9%	15.9%	8.7%	4.3%	3.9%	2.1%	0.1%
May 2026	63.6%	15.6%	10.4%	4.3%	3.8%	2.1%	0.1%
Jun 2026	63.6%	15.6%	10.4%	4.2%	3.8%	2.1%	0.13%
Jul 2026	64.9%	15.9%	8.7%	4.3%	3.9%	2.1%	0.1%
Aug 2026	61.2%	18.3%	10.1%	4.2%	3.7%	2.5%	0.1%
Sep 2026	61.1%	15%	12.3%	5%	4.5%	2%	0.08%

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Kindle Amazon	61.1%	3.4M	0%	-0.1 points
2, held 2nd	Kobo	15%	823K	-17.7%	-3.3 points
3, held 3rd	reMarkable	12.3%	673K	+22.4%	+2.2 points
4, held 4th	Onyx Boox	5%	273K	+19.7%	+0.8 points
5, held 5th	Boox	4.5%	246K	+22.4%	+0.8 points
6, held 6th	PocketBook	2%	110K	-18.5%	-0.5 points
7, held 7th	Nook	0.08%	4.4K	-18.5%	0 points

1.Kindle
61.1%
Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share -0.1 points.
2.Kobo
15%
Held 2nd. 823K estimated branded searches, -17.7% vs prior month. Share -3.3 points.
3.reMarkable
12.3%
Held 3rd. 673K estimated branded searches, +22.4% vs prior month. Share +2.2 points.
4.Onyx Boox
5%
Held 4th. 273K estimated branded searches, +19.7% vs prior month. Share +0.8 points.
5.Boox
4.5%
Held 5th. 246K estimated branded searches, +22.4% vs prior month. Share +0.8 points.
6.PocketBook
2%
Held 6th. 110K estimated branded searches, -18.5% vs prior month. Share -0.5 points.
7.Nook
0.08%
Held 7th. 4.4K estimated branded searches, -18.5% vs prior month. Share 0 points.

Compare search popularity between Kindle and its closest rivals

Every comparison with Kindle

9 comparisons

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

3 findings

Across the 12 months ending September 2026, estimated monthly branded searches for Kindle worldwide held steady at 3.4M.
Across the 12 months ending September 2026, Kindle’s estimated Share of Search among e-reader brands worldwide decreased from 64% to 61.1%.
Across the 12 months ending September 2026, Kindle’s estimated Share of Search among e-reader brands worldwide peaked at 65.5% in November 2025 and was lowest at 61.1% in September 2026.

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

5 changes

In September 2026, reMarkable gained estimated Share of Search among e-reader brands worldwide, from 10.1% to 12.3%.
In September 2026, Boox gained estimated Share of Search among e-reader brands worldwide, from 3.7% to 4.5%.
In September 2026, Onyx Boox gained estimated Share of Search among e-reader brands worldwide, from 4.2% to 5%.
In September 2026, Kobo lost estimated Share of Search among e-reader brands worldwide, from 18.3% to 15%.
Estimated monthly branded searches for Nook worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

Where does Kindle compete?

Kindle is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.

Competitor set	Rank	Share of Search	Ranking
Audiobook and ebook services	1st of 5	48.9%	Show ranking
E-reader brands	1st of 7	61.1%	Shown above
Ebook readers	1st of 6	64%	Show ranking

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