Kindle vs Kobo:Which is searched more?
In September 2026, Kindle had more branded searches than Kobo among e-reader brands worldwide. Kindle was estimated to have 3.4M branded searches compared to Kobo’s 823K, and held a 61.1% Share of Search versus Kobo’s 15%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Kindle or Kobo?
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 by month for Kindle, Kobo. The figures are in the table below the chart.
View monthly share of search table
| 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% |
How has the Kindle and Kobo comparison changed over the last 12 months?
3 findings
- Kindle was ahead of Kobo in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kindle’s estimated Share of Search among e-reader brands worldwide moved from 64% to 61.1%, and its estimated monthly branded searches held steady at 3.4M.
- Across the 12 months ending September 2026, Kobo’s estimated Share of Search among e-reader brands worldwide moved from 12.9% to 15%, and its estimated monthly branded searches moved from 673K to 823K.
How did search popularity change for e-reader brands worldwide in September 2026?
1 change
In September 2026, Kobo lost estimated Share of Search among e-reader brands worldwide, from 18.3% to 15%.
Other head-to-heads among e-reader brands
How each brand is measured
Brandwave collects information about searches that people make online using Kindle’s and Kobo’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Put your own brand in this comparison
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