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 48.9% estimated Share of Search among audiobook and ebook services worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Where does Kindle compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Audiobook and ebook services | 1st of 5 | 48.9% | Shown below |
| E-reader brands | 1st of 7 | 61.1% | Show ranking |
| Ebook readers | 1st of 6 | 64% | Show ranking |
Which audiobook and ebook services compete with Kindle?
Share of Search by month for Kindle, Audible, Kobo, Libby, Storytel. The figures are in the table below the chart.
View monthly share of search table
| Month | Kindle | Audible | Kobo | Libby | Storytel |
|---|---|---|---|---|---|
| Oct 2025 | 47.1% | 31.5% | 9.5% | 7.7% | 4.2% |
| Nov 2025 | 51.7% | 28.3% | 10.4% | 5.7% | 3.8% |
| Dec 2025 | 50.6% | 27.7% | 12.4% | 5.6% | 3.7% |
| Jan 2026 | 48.9% | 26.8% | 11.9% | 8% | 4.4% |
| Feb 2026 | 48.9% | 26.7% | 12% | 8% | 4.4% |
| Mar 2026 | 46.1% | 30.8% | 11.3% | 7.6% | 4.1% |
| Apr 2026 | 46.1% | 30.8% | 11.3% | 7.6% | 4.1% |
| May 2026 | 48.9% | 26.7% | 12% | 8% | 4.4% |
| Jun 2026 | 50% | 27.3% | 12.3% | 6.7% | 3.7% |
| Jul 2026 | 49.6% | 27.1% | 12.2% | 6.7% | 4.5% |
| Aug 2026 | 47.6% | 26% | 14.2% | 7.8% | 4.3% |
| Sep 2026 | 48.9% | 26.7% | 12% | 8% | 4.4% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 48.9% | 3.4M | 0% | +1.2 points | |
| 2, held 2nd | 26.7% | 1.8M | 0% | +0.7 points | |
| 3, held 3rd | 12% | 823K | -17.7% | -2.2 points | |
| 4, held 4th | 8% | 550K | 0% | +0.2 points | |
| 5, held 5th | 4.4% | 301K | 0% | +0.1 points |
1.
Kindle
48.9%
Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share +1.2 points.
2.
Audible26.7%
Held 2nd. 1.8M estimated branded searches, 0% vs prior month. Share +0.7 points.
3.
Kobo12%
Held 3rd. 823K estimated branded searches, -17.7% vs prior month. Share -2.2 points.
4.
Libby8%
Held 4th. 550K estimated branded searches, 0% vs prior month. Share +0.2 points.
5.
Storytel4.4%
Held 5th. 301K estimated branded searches, 0% vs prior month. Share +0.1 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 audiobook and ebook services worldwide increased from 47.1% to 48.9%.
- Across the 12 months ending September 2026, Kindle’s estimated Share of Search among audiobook and ebook services worldwide peaked at 51.7% in November 2025 and was lowest at 46.1% in March 2026.
How did search popularity change for audiobook and ebook services worldwide in September 2026?
3 changes
In September 2026, Kindle gained estimated Share of Search among audiobook and ebook services worldwide, from 47.6% to 48.9%.
In September 2026, Audible gained estimated Share of Search among audiobook and ebook services worldwide, from 26% to 26.7%.
In September 2026, Kobo lost estimated Share of Search among audiobook and ebook services worldwide, from 14.2% to 12%.
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
- kindle
Who owns Kindle?
Kindle is owned by 
Amazon Connect, 
Amazon Music, Amazon SES, Amazon Web Services, Audible, 
eero and 
Ring, owned by the same company, worldwide.
Do you work for Kindle? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Kindle your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.