Brandwave

E-reader brands:Which are searched most?

In September 2026, Kindle was the most searched among e-reader brands worldwide, with an estimated 3.4M branded searches and 61.1% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Kindle61.1%
  2. Kobo15%
  3. reMarkable12.3%
  4. Onyx Boox5%
  5. Boox4.5%
  6. PocketBook2%
  7. Nook0.08%

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Share of SearchLeaderboard

Compare the e-reader brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among e-reader brands worldwide, by month

Share of Search by month for Kindle, Kobo, reMarkable, Onyx Boox, Boox, PocketBook. The figures are in the table below the chart.

View monthly share of search table
MonthKindleKoboreMarkableOnyx BooxBooxPocketBookNook
Oct 202564%12.9%12.9%4.2%3.8%2.1%0.1%
Nov 202565.5%13.2%10.8%4.3%3.9%2.2%0.11%
Dec 202563.7%15.6%10.5%4.3%3.8%2.1%0.1%
Jan 202664.6%15.8%10.6%3.5%3.2%2.1%0.1%
Feb 202664.6%15.9%10.6%3.5%3.2%2.1%0.1%
Mar 202663.7%15.7%10.5%4.2%3.8%2.1%0.1%
Apr 202664.9%15.9%8.7%4.3%3.9%2.1%0.1%
May 202663.6%15.6%10.4%4.3%3.8%2.1%0.1%
Jun 202663.6%15.6%10.4%4.2%3.8%2.1%0.13%
Jul 202664.9%15.9%8.7%4.3%3.9%2.1%0.1%
Aug 202661.2%18.3%10.1%4.2%3.7%2.5%0.1%
Sep 202661.1%15%12.3%5%4.5%2%0.08%

This month’s ranking, September 2026

  1. 1.Kindle

    61.1%

    Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share -0.1 points.

  2. 2.Kobo

    15%

    Held 2nd. 823K estimated branded searches, -17.7% vs prior month. Share -3.3 points.

  3. 3.reMarkable

    12.3%

    Held 3rd. 673K estimated branded searches, +22.4% vs prior month. Share +2.2 points.

  4. 4.Onyx Boox

    5%

    Held 4th. 273K estimated branded searches, +19.7% vs prior month. Share +0.8 points.

  5. 5.Boox

    4.5%

    Held 5th. 246K estimated branded searches, +22.4% vs prior month. Share +0.8 points.

  6. 6.PocketBook

    2%

    Held 6th. 110K estimated branded searches, -18.5% vs prior month. Share -0.5 points.

  7. 7.Nook

    0.08%

    Held 7th. 4.4K estimated branded searches, -18.5% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among e-reader brands worldwide?

In September 2026, Kindle was the most searched among e-reader brands worldwide, with an estimated 3.4M branded searches and 61.1% estimated Share of Search within this set. Kobo is in 2nd place, 46.1 percentage points behind at 15% Share of Search.

Global e-reader brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Kindle64% → 61.1%65.5%Nov 202561.1%Sep 20261st
Kobo12.9% → 15%18.3%Aug 202612.9%Oct 20252nd
reMarkable12.9% → 12.3%12.9%Oct 20258.7%Apr 20263rd
Onyx Boox4.2% → 5%5%Sep 20263.5%Jan 20264th
Boox3.8% → 4.5%4.5%Sep 20263.2%Jan 20265th
PocketBook2.1% → 2%2.5%Aug 20262%Sep 20266th
Nook0.1% → 0.08%0.13%Jun 20260.08%Sep 20267th

Each finding as a sentence

  • 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, Kobo’s estimated Share of Search among e-reader brands worldwide increased from 12.9% to 15%.
  • Across the 12 months ending September 2026, reMarkable’s estimated Share of Search among e-reader brands worldwide decreased from 12.9% to 12.3%.
  • Across the 12 months ending September 2026, Onyx Boox’s estimated Share of Search among e-reader brands worldwide increased from 4.2% to 5%.
  • Across the 12 months ending September 2026, Boox’s estimated Share of Search among e-reader brands worldwide increased from 3.8% to 4.5%.
  • 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.
  • Across the 12 months ending September 2026, Kobo’s estimated Share of Search among e-reader brands worldwide peaked at 18.3% in August 2026 and was lowest at 12.9% in October 2025.
  • Across the 12 months ending September 2026, reMarkable’s estimated Share of Search among e-reader brands worldwide peaked at 12.9% in October 2025 and was lowest at 8.7% in April 2026.
  • Across the 12 months ending September 2026, Onyx Boox’s estimated Share of Search among e-reader brands worldwide peaked at 5% in September 2026 and was lowest at 3.5% in January 2026.
  • Across the 12 months ending September 2026, Boox’s estimated Share of Search among e-reader brands worldwide peaked at 4.5% in September 2026 and was lowest at 3.2% in January 2026.
  • Across the 12 months ending September 2026, PocketBook and Nook held steady: their estimated Share of Search among e-reader brands worldwide each moved less than 0.5 percentage points.

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

  1. In September 2026, reMarkable gained estimated Share of Search among e-reader brands worldwide, from 10.1% to 12.3%.

  2. In September 2026, Boox gained estimated Share of Search among e-reader brands worldwide, from 3.7% to 4.5%.

  3. In September 2026, Onyx Boox gained estimated Share of Search among e-reader brands worldwide, from 4.2% to 5%.

  4. In September 2026, Kobo lost estimated Share of Search among e-reader brands worldwide, from 18.3% to 15%.

  5. Estimated monthly branded searches for Nook worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

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