---
title: "Kindle vs Kobo: Which is more popular by branded search?"
description: "Which is more popular in search, Kindle or Kobo? Compare estimated monthly branded-search demand and Share of Search inside the Ebook readers 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/compare/kindle-vs-kobo"
publisher: "Brandwave"
---

# Kindle vs Kobo: Which is more popular by branded search?

Which is more popular in search, Kindle or Kobo? Compare estimated monthly branded-search demand and Share of Search inside the Ebook readers 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**: Ebook readers
- **Market**: Global
- **Month measured**: Aug 2026
- **Kindle Share of Search**: 66.1%
- **Kobo Share of Search**: 19.7%

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

- In August 2026, Kindle had more branded searches than Kobo among ebook readers worldwide. Kindle was estimated to have 3.4M branded searches compared to Kobo’s 1M, and held a 66.1% Share of Search versus Kobo’s 19.7%.
- Kindle was ahead of Kobo in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Kindle’s estimated Share of Search among ebook readers worldwide moved from 69.4% to 66.1%, and its estimated monthly branded searches held steady at 3.4M.
- Across the 11 months ending August 2026, Kobo’s estimated Share of Search among ebook readers worldwide moved from 13.9% to 19.7%, and its estimated monthly branded searches moved from 673K to 1M.

## How did search popularity change for ebook readers worldwide in August 2026?

- In August 2026, Kobo gained estimated Share of Search among ebook readers worldwide, from 17.3% to 19.7%.
- In August 2026, Kindle lost estimated Share of Search among ebook readers worldwide, from 70.4% to 66.1%.

## 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 | 69.4% | 1 | 673K | 13.9% | 2 |
| Nov 2025 | 4.1M | 71.1% | 1 | 823K | 14.3% | 2 |
| Dec 2025 | 4.1M | 69% | 1 | 1M | 16.9% | 2 |
| Jan 2026 | 4.1M | 69% | 1 | 1M | 16.9% | 2 |
| Feb 2026 | 3.4M | 69% | 1 | 823K | 16.9% | 2 |
| Mar 2026 | 3.4M | 69% | 1 | 823K | 16.9% | 2 |
| Apr 2026 | 3.4M | 70.4% | 1 | 823K | 17.3% | 2 |
| May 2026 | 3.4M | 68.9% | 1 | 823K | 16.9% | 2 |
| Jun 2026 | 3.4M | 68.9% | 1 | 823K | 16.9% | 2 |
| Jul 2026 | 3.4M | 70.4% | 1 | 823K | 17.3% | 2 |
| Aug 2026 | 3.4M | 66.1% | 1 | 1M | 19.7% | 2 |
| Sep 2026 | — | — | — | — | — | — |

## 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 ebook readers worldwide](/demand/global-en/categories/ebook-readers): The set both shares are measured inside, 6 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 August 2026, Kindle had more branded searches than Kobo among ebook readers worldwide. Kindle was estimated to have 3.4M branded searches compared to Kobo’s 1M, and held a 66.1% Share of Search versus Kobo’s 19.7%.

## Cite this page

Brandwave. "Kindle vs Kobo: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/kindle-vs-kobo

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