Brandwave

How popular isKindle?

In September 2026, people searched for Kindle by name about 3.4 million times worldwide, about the same as the previous year. These searches made up 57.4% of all global reading app searches, placing Kindle first out of ten apps. When we asked both ChatGPT and Google AI Overviews about reading apps, Kindle appeared in three of the five answers and was the second most recommended of the ten.

Search and AI answers in September 2026

Kindle is the most searched of 10 competitors and the second most recommended in AI answers.

  1. KindleShare of searches 57.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. EpicShare of searches 11.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. LibbyShare of searches 9.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. Reading EggsShare of searches 9.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. Raz-KidsShare of searches 7.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top reading apps in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kindle was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Kindle is the second most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Libby1st
  2. Kindle2nd
  3. Teach Your Monster to Read3rd
  4. Apple Books4th
  5. Reading Eggs5th
  6. Duolingo ABC6th
  7. The StoryGraph7th
  8. Hooked on Phonics8th
  9. Epic–
  10. Raz-Kids–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kindle3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Libby3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Apple Books3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Reading Eggs2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Teach Your Monster to Read2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The StoryGraph2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hooked on Phonics1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Duolingo ABC1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Epic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Raz-Kids0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about reading apps

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which reading apps compete with Kindle?

Kindle against reading apps worldwide, by month

Share of searches by month for Kindle, Epic, Libby, Reading Eggs, Raz-Kids. The figures are in the table below the chart.

View monthly share of searches table
MonthKindleEpicLibbyReading EggsRaz-KidsHooked on PhonicsApple BooksTeach Your Monster to ReadDuolingo ABCThe StoryGraph
Oct 202555.1%9%9%11.1%11.1%1.5%1.5%1.2%0.3%0.24%
Nov 202563.4%7%7%10.4%8.5%1.1%1.1%0.94%0.23%0.19%
Dec 202569.6%6.3%7.7%6.3%6.3%1.3%1.3%0.84%0.25%0.38%
Jan 202662.7%6.9%10.3%6.9%8.4%1.4%1.4%1.1%0.28%0.51%
Feb 202659.9%8.1%9.8%9.8%8.1%1.3%1.3%1.1%0.26%0.26%
Mar 202658.4%7.8%9.6%11.7%7.8%1.3%1.6%1.3%0.26%0.26%
Apr 202662.2%6.8%10.2%8.3%8.3%1.1%1.4%1.1%0.22%0.27%
May 202661.7%6.8%10.1%10.1%6.8%1.7%1.4%0.91%0.27%0.27%
Jun 202669%3.4%9.3%9.3%5.1%1.5%1.2%0.68%0.3%0.3%
Jul 202674.4%1.1%10%6.7%3.7%1.6%1.3%0.49%0.33%0.33%
Aug 202665.4%7.2%10.7%7.2%4.8%1.8%1.4%0.79%0.29%0.35%
Sep 202657.4%11.5%9.4%9.4%7.7%1.6%1.3%1%0.38%0.25%

  1. 1.Kindle

    57.4%

    Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share -8 points.

  2. 2.Epic

    11.5%

    Moved from 3rd to 2nd. 673K estimated branded searches, +82.9% vs prior month. Share +4.3 points.

  3. 3.Libby

    9.4%

    Moved from 2nd to 3rd. 550K estimated branded searches, 0% vs prior month. Share -1.3 points.

  4. 4.Reading Eggs

    9.4%

    Held 4th. 550K estimated branded searches, +49.5% vs prior month. Share +2.2 points.

  5. 5.Raz-Kids

    7.7%

    Held 5th. 450K estimated branded searches, +82.9% vs prior month. Share +2.9 points.

  6. 6.Hooked on Phonics

    1.6%

    Held 6th. 90.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Apple Books

    1.3%

    Held 7th. 74K estimated branded searches, 0% vs prior month. Share -0.2 points.

  8. 8.Teach Your Monster to Read

    1%

    Held 8th. 60.5K estimated branded searches, +49.4% vs prior month. Share +0.2 points.

  9. 9.Duolingo ABC

    0.38%

    Moved from 10th to 9th. 22.2K estimated branded searches, +50% vs prior month. Share +0.1 points.

  10. 10.The StoryGraph

    0.25%

    Moved from 9th to 10th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

Compare popularity between Kindle and its closest rivals

Every comparison with Kindle

15 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 share of searches among reading apps worldwide increased from 55.1% to 57.4%.
  • Across the 12 months ending September 2026, Kindle’s share of searches among reading apps worldwide peaked at 74.4% in July 2026 and was lowest at 55.1% in October 2025.

How did search popularity change for reading apps worldwide in September 2026?

6 changes

  1. In September 2026, Epic overtook Libby to rank 2nd among reading apps worldwide, with 11.5% of the searches.

  2. In September 2026, Raz-Kids gained share of searches among reading apps worldwide, from 4.8% to 7.7%.

  3. In September 2026, Reading Eggs gained share of searches among reading apps worldwide, from 7.2% to 9.4%.

  4. In September 2026, Kindle lost share of searches among reading apps worldwide, from 65.4% to 57.4%.

  5. In September 2026, Libby lost share of searches among reading apps worldwide, from 10.7% to 9.4%.

  6. In September 2026, Duolingo ABC rose from 10th to 9th among reading apps worldwide.

How are Kindle’s branded searches counted?

1 search term

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.

  • kindle

How the Brand Demand Index is measured

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Where does Kindle compete?

Kindle is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Reading apps1st of 1057.4%Shown above
E-reader brands1st of 761.1%Show ranking
Creator with pink hair and a pink jacket

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.

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