---
title: "Kindle vs Kobo: Which is searched more?"
description: "Which is more popular in search, Kindle or Kobo? Compare estimated monthly branded-search demand and Share of Search inside the E-reader brands set worldwide. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/e-reader-brands/compare/kindle-vs-kobo"
publisher: "Brandwave"
---

# Kindle vs Kobo: Which is searched more?

Which is more popular in search, Kindle or Kobo? Compare estimated monthly branded-search demand and Share of Search inside the E-reader brands set worldwide. 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.

## Key facts

- **Compared**: Kindle and Kobo
- **Competitive set**: E-reader brands
- **Market**: Global
- **Month measured**: Sep 2026
- **Kindle Share of Search**: 61.1%
- **Kobo Share of Search**: 15%

## Which is more popular in search, Kindle or Kobo?

- 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%.
- 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?

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

## Month by month

| Month | Kindle estimated searches | Kindle Share of Search | Kindle rank | Kobo estimated searches | Kobo Share of Search | Kobo rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 3.4M | 64% | 1 | 673K | 12.9% | 2 |
| Nov 2025 | 4.1M | 65.5% | 1 | 823K | 13.2% | 2 |
| Dec 2025 | 4.1M | 63.7% | 1 | 1M | 15.6% | 2 |
| Jan 2026 | 4.1M | 64.6% | 1 | 1M | 15.8% | 2 |
| Feb 2026 | 3.4M | 64.6% | 1 | 823K | 15.9% | 2 |
| Mar 2026 | 3.4M | 63.7% | 1 | 823K | 15.7% | 2 |
| Apr 2026 | 3.4M | 64.9% | 1 | 823K | 15.9% | 2 |
| May 2026 | 3.4M | 63.6% | 1 | 823K | 15.6% | 2 |
| Jun 2026 | 3.4M | 63.6% | 1 | 823K | 15.6% | 2 |
| Jul 2026 | 3.4M | 64.9% | 1 | 823K | 15.9% | 2 |
| Aug 2026 | 3.4M | 61.2% | 1 | 1M | 18.3% | 2 |
| Sep 2026 | 3.4M | 61.1% | 1 | 823K | 15% | 2 |

## 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.

- **Kindle**: Measured on the search term “kindle”.
- **Kobo**: Measured on the search term “kobo”.

- [Kindle profile](/demand/global-en/brands/kindle)
- [Kobo profile](/demand/global-en/brands/kobo)
- [All e-reader brands worldwide](/demand/global-en/categories/e-reader-brands): The set both shares are measured inside, 7 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Kindle or Kobo?

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%.

## Cite this page

Brandwave. "Kindle vs Kobo: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/e-reader-brands/compare/kindle-vs-kobo

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/e-reader-brands/compare/kindle-vs-kobo. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.