Apple Books vs Kindle:Which is more popular?
In September 2026, Kindle had more branded searches than Apple Books among reading apps worldwide. Kindle had about 3.4 million branded searches, while Apple Books had 74,000. Kindle made up 57.4% of all reading app searches we track, and Apple Books accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about reading apps, Apple Books and Kindle each appeared in three of the five answers. Kindle was mentioned before Apple Books in every answer that named either.
Who do people search for more?
Kindle, about 45 searches for every 1 for Apple Books
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Kindle, named ahead of Apple Books in 3 of 3 answers
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Top reading apps in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Apple Books and Kindle were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Kindle was listed before Apple Books in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which reading app should I use?”
Asked ChatGPT
“What are the best reading apps?”
Asked ChatGPT
“What's the best reading app for early literacy?”
Searched Google, AI Overview
“reading apps”
Searched Google, AI Overview
“learn to read app”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Apple Books or Kindle more popular in search?
This chart shows how often people search Google for Apple Books and Kindle by name. Each line represents a brand's share of searches for all ten reading apps we track, month by month, from English-language searches worldwide.
Share of searches by month for Kindle, Apple Books. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kindle | Epic | Libby | Reading Eggs | Raz-Kids | Hooked on Phonics | Apple Books | Teach Your Monster to Read | Duolingo ABC | The StoryGraph |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 55.1% | 9% | 9% | 11.1% | 11.1% | 1.5% | 1.5% | 1.2% | 0.3% | 0.24% |
| Nov 2025 | 63.4% | 7% | 7% | 10.4% | 8.5% | 1.1% | 1.1% | 0.94% | 0.23% | 0.19% |
| Dec 2025 | 69.6% | 6.3% | 7.7% | 6.3% | 6.3% | 1.3% | 1.3% | 0.84% | 0.25% | 0.38% |
| Jan 2026 | 62.7% | 6.9% | 10.3% | 6.9% | 8.4% | 1.4% | 1.4% | 1.1% | 0.28% | 0.51% |
| Feb 2026 | 59.9% | 8.1% | 9.8% | 9.8% | 8.1% | 1.3% | 1.3% | 1.1% | 0.26% | 0.26% |
| Mar 2026 | 58.4% | 7.8% | 9.6% | 11.7% | 7.8% | 1.3% | 1.6% | 1.3% | 0.26% | 0.26% |
| Apr 2026 | 62.2% | 6.8% | 10.2% | 8.3% | 8.3% | 1.1% | 1.4% | 1.1% | 0.22% | 0.27% |
| May 2026 | 61.7% | 6.8% | 10.1% | 10.1% | 6.8% | 1.7% | 1.4% | 0.91% | 0.27% | 0.27% |
| Jun 2026 | 69% | 3.4% | 9.3% | 9.3% | 5.1% | 1.5% | 1.2% | 0.68% | 0.3% | 0.3% |
| Jul 2026 | 74.4% | 1.1% | 10% | 6.7% | 3.7% | 1.6% | 1.3% | 0.49% | 0.33% | 0.33% |
| Aug 2026 | 65.4% | 7.2% | 10.7% | 7.2% | 4.8% | 1.8% | 1.4% | 0.79% | 0.29% | 0.35% |
| Sep 2026 | 57.4% | 11.5% | 9.4% | 9.4% | 7.7% | 1.6% | 1.3% | 1% | 0.38% | 0.25% |
How has the Apple Books and Kindle comparison changed over the last 12 months?
3 findings
- Kindle was ahead of Apple Books in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Apple Books’ share of searches among reading apps worldwide moved from 1.5% to 1.3%, and its estimated monthly branded searches moved from 90.5K to 74K.
- Across the 12 months ending September 2026, Kindle’s share of searches among reading apps worldwide moved from 55.1% to 57.4%, and its estimated monthly branded searches held steady at 3.4M.
How did search popularity change for reading apps worldwide in September 2026?
2 changes
In September 2026, Kindle lost share of searches among reading apps worldwide, from 65.4% to 57.4%.
Estimated monthly branded searches for Apple Books worldwide fell 18.2% over 12 measured months, from 90.5K to 74K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Apple Books’ and Kindle’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.
Apple Books
1 branded search term
- apple books
Kindle
1 branded search term
- kindle
Other head-to-heads among reading apps
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