How popular isKindle in search?

In August 2026, there were an estimated 36.6K branded searches for Kindle in New Zealand which held steady over the last 11 months. Kindle holds 50% estimated Share of Search among New Zealand audiobook and ebook services and is ranked 1st of 6 competitors for search popularity.

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Which audiobook and ebook services compete with Kindle?

Kindle against audiobook and ebook services in New Zealand, by month

Month	Kindle	Kobo	Audible	Libby	BorrowBox	Storytel
Oct 2025	53.9%	20.3%	20%	3.7%	1.8%	0.16%
Nov 2025	58.1%	21.6%	15.8%	3%	1.5%	0.12%
Dec 2025	56%	24.4%	15.2%	2.9%	1.3%	0.13%
Jan 2026	56.5%	22.3%	15.7%	3.8%	1.6%	0.15%
Feb 2026	52.8%	20.9%	19.5%	4.7%	2%	0.14%
Mar 2026	52%	19.7%	21.6%	4.9%	1.7%	0.17%
Apr 2026	50.3%	24%	19.6%	4.5%	1.5%	0.12%
May 2026	49.8%	23%	19.8%	5.7%	1.6%	0.1%
Jun 2026	53.2%	22.5%	17.1%	5.7%	1.4%	0.11%
Jul 2026	50.4%	23.9%	17.9%	5.6%	2.1%	0.12%
Aug 2026	50%	25.2%	17.2%	5.8%	1.7%	0.15%
Sep 2026	—	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Kindle Amazon	50%	36.6K	-5.4%	-0.5 points
2, held 2nd	Kobo	25.2%	18.4K	+0.55%	+1.3 points
3, held 3rd	Audible Amazon	17.2%	12.6K	-8.1%	-0.7 points
4, held 4th	Libby	5.8%	4.2K	-1.9%	+0.2 points
5, held 5th	BorrowBox	1.7%	1.3K	-20.9%	-0.4 points
6, held 6th	Storytel	0.15%	110	+22.2%	0 points

1.Kindle
50%
held 1st · 36.6K estimated branded searches · -5.4% vs prior month · -0.5 points
2.Kobo
25.2%
held 2nd · 18.4K estimated branded searches · +0.55% vs prior month · +1.3 points
3.Audible
17.2%
held 3rd · 12.6K estimated branded searches · -8.1% vs prior month · -0.7 points
4.Libby
5.8%
held 4th · 4.2K estimated branded searches · -1.9% vs prior month · +0.2 points
5.BorrowBox
1.7%
held 5th · 1.3K estimated branded searches · -20.9% vs prior month · -0.4 points
6.Storytel
0.15%
held 6th · 110 estimated branded searches · +22.2% vs prior month · 0 points

Compare search popularity between Kindle and its closest rivals

How has branded search demand for Kindle changed in New Zealand over the last 12 months?

3 findings

Across the 11 months ending August 2026, estimated monthly branded searches for Kindle in New Zealand held steady, from 37.1K to 36.6K.
Across the 11 months ending August 2026, Kindle’s estimated Share of Search among audiobook and ebook services in New Zealand decreased from 53.9% to 50%.
Across the 11 months ending August 2026, Kindle’s estimated Share of Search among audiobook and ebook services in New Zealand peaked at 58.1% in November 2025 and was lowest at 49.8% in May 2026.

How did search popularity change for New Zealand audiobook and ebook services in August 2026?

3 changes

In August 2026, Kobo gained estimated Share of Search among audiobook and ebook services in New Zealand, from 23.9% to 25.2%.
In August 2026, Audible lost estimated Share of Search among audiobook and ebook services in New Zealand, from 17.9% to 17.2%.
Estimated monthly branded searches for Libby in New Zealand rose 64.6% over 11 measured months, from 2.6K to 4.2K in August 2026.

Which e-reader brands compete with Kindle?

Kindle against e-reader brands in New Zealand, by month

Month	Kindle	reMarkable	Kobo	Boox	PocketBook
Oct 2025	56.9%	19.4%	21.5%	1.7%	0.48%
Nov 2025	62.9%	11.8%	23.4%	1.5%	0.39%
Dec 2025	61.5%	9.9%	26.8%	1.4%	0.42%
Jan 2026	62.8%	10.1%	24.8%	1.8%	0.46%
Feb 2026	60.1%	13.8%	23.8%	1.8%	0.53%
Mar 2026	61.5%	13%	23.4%	1.7%	0.44%
Apr 2026	57.2%	13.3%	27.3%	1.8%	0.47%
May 2026	57.3%	13.6%	26.5%	2.2%	0.45%
Jun 2026	48.8%	28.9%	20.6%	1.4%	0.29%
Jul 2026	43.4%	33.9%	20.6%	1.7%	0.41%
Aug 2026	39.5%	38.9%	19.9%	1.4%	0.3%
Sep 2026	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Kindle Amazon	39.5%	36.6K	-5.4%	-3.9 points
2, held 2nd	reMarkable	38.9%	36K	+19.2%	+5 points
3, held 3rd	Kobo	19.9%	18.4K	+0.55%	-0.7 points
4, held 4th	Boox	1.4%	1.3K	-16.1%	-0.3 points
5, held 5th	PocketBook	0.3%	280	-24.3%	-0.1 points

1.Kindle
39.5%
held 1st · 36.6K estimated branded searches · -5.4% vs prior month · -3.9 points
2.reMarkable
38.9%
held 2nd · 36K estimated branded searches · +19.2% vs prior month · +5 points
3.Kobo
19.9%
held 3rd · 18.4K estimated branded searches · +0.55% vs prior month · -0.7 points
4.Boox
1.4%
held 4th · 1.3K estimated branded searches · -16.1% vs prior month · -0.3 points
5.PocketBook
0.3%
held 5th · 280 estimated branded searches · -24.3% vs prior month · -0.1 points

Compare search popularity between Kindle and its closest rivals

How has branded search demand for Kindle changed in New Zealand over the last 12 months?

2 findings

Across the 11 months ending August 2026, Kindle’s estimated Share of Search among e-reader brands in New Zealand decreased from 56.9% to 39.5%.
Across the 11 months ending August 2026, Kindle’s estimated Share of Search among e-reader brands in New Zealand peaked at 62.9% in November 2025 and was lowest at 39.5% in August 2026.

How did search popularity change for New Zealand e-reader brands in August 2026?

4 changes

In August 2026, reMarkable gained estimated Share of Search among e-reader brands in New Zealand, from 33.9% to 38.9%.
In August 2026, Kindle lost estimated Share of Search among e-reader brands in New Zealand, from 43.4% to 39.5%.
In August 2026, Kobo lost estimated Share of Search among e-reader brands in New Zealand, from 20.6% to 19.9%.
Estimated monthly branded searches for Boox in New Zealand rose 14% over 11 measured months, from 1.1K to 1.3K in August 2026.

How is Kindle measured?

Brandwave collects information about searches that people make online using Kindle’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

17 branded search terms