Brandwave

How popular isKindle?

In September 2026, people searched for Kindle by name about 26,300 times in New Zealand, about the same as the previous year. These searches made up 7.1% of all New Zealand audiobook and ebook service searches, placing Kindle second out of seven services. When we asked both ChatGPT and Google AI Overviews about audiobook and ebook services, Kindle appeared in three of the five answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

Kindle is the second most searched of 7 competitors and the fifth most recommended in AI answers.

  1. SpotifyShare of searches 85.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. KindleShare of searches 7.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. KoboShare of searches 3.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. AudibleShare of searches 2.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. LibbyShare of searches 0.73%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top audiobook and ebook services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kindle was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Kindle is the fifth most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Libby1st
  2. Kobo2nd
  3. Audible3rd
  4. Spotify4th
  5. Kindle5th
  6. BorrowBox6th
  7. Storytel–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kobo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Libby5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Audible4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kindle3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BorrowBox3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Spotify2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Storytel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about audiobook and ebook services

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which audiobook and ebook services compete with Kindle?

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

Share of searches by month for Spotify, Kindle, Kobo, Audible. The figures are in the table below the chart.

View monthly share of searches table
MonthSpotifyKindleKoboAudibleLibbyBorrowBoxStorytel
Oct 202586.1%7.3%2.6%3.1%0.7%0.31%0.03%
Nov 202582.7%10%3.3%3%0.69%0.28%0.03%
Dec 202579.2%11.5%4.6%3.5%0.81%0.3%0.04%
Jan 202675.7%13.4%5%4.2%1.2%0.43%0.05%
Feb 202686.2%7.2%2.6%2.8%0.84%0.29%0.02%
Mar 202687.6%6.2%2.2%3%0.79%0.23%0.03%
Apr 202682%8.8%3.8%4.1%1.1%0.32%0.03%
May 202686.7%6.3%2.8%3%0.96%0.25%0.02%
Jun 202687%6.8%2.7%2.4%0.91%0.22%0.02%
Jul 202682.7%8.4%3.8%3.5%1.2%0.45%0.03%
Aug 202685.5%7%3.3%2.8%1.1%0.3%0.03%
Sep 202685.8%7.1%3.6%2.6%0.73%0.26%0.02%

  1. 1.Spotify

    85.8%

    Held 1st. 310K estimated branded searches, -1.1% vs prior month. Share +0.3 points.

  2. 2.Kindle

    7.1%

    Held 2nd. 25.6K estimated branded searches, -0.27% vs prior month. Share +0.1 points.

  3. 3.Kobo

    3.6%

    Held 3rd. 12.8K estimated branded searches, +6.6% vs prior month. Share +0.3 points.

  4. 4.Audible

    2.6%

    Held 4th. 9.3K estimated branded searches, -10.6% vs prior month. Share -0.3 points.

  5. 5.Libby

    0.73%

    Held 5th. 2.6K estimated branded searches, -34.3% vs prior month. Share -0.4 points.

  6. 6.BorrowBox

    0.26%

    Held 6th. 950 estimated branded searches, -13.6% vs prior month. Share 0 points.

  7. 7.Storytel

    0.02%

    Held 7th. 90 estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare popularity between Kindle and its closest rivals

Every comparison with Kindle

9 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Kindle in New Zealand held steady, from 27.1K to 26.3K.
  • Across the 12 months ending September 2026, Kindle’s share of searches among audiobook and ebook services in New Zealand peaked at 13.4% in January 2026 and was lowest at 6.2% in March 2026.

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

4 changes

  1. Estimated monthly branded searches for Kobo in New Zealand rose 39.3% over 12 measured months, from 9.2K to 12.8K in September 2026.

  2. Estimated monthly branded searches for Storytel in New Zealand fell 18.2% over 12 measured months, from 110 to 90 in September 2026.

  3. Estimated monthly branded searches for Audible in New Zealand fell 15.5% over 12 measured months, from 11K to 9.3K in September 2026.

  4. Estimated monthly branded searches for BorrowBox in New Zealand fell 13.6% over 12 measured months, from 1.1K to 950 in September 2026.

How are Kindle’s branded searches counted?

10 search terms

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.

  • kindle
  • kindle app
  • kindle audiobooks
  • kindle cloud reader
  • kindle e reader
  • kindle ebooks
  • kindle ereader
  • kindle on line
  • kindle paperwhite
  • kindle unlimited

How the Brand Demand Index is measured

Who owns Kindle?

Kindle is owned by Amazon. Brandwave also tracks Prime Video, Amazon, Amazon Associates, Amazon Connect, Amazon DSP, Amazon Fire Tablet, Amazon Fire TV Stick, Amazon Music, Amazon Redshift, Amazon SES, Amazon Web Services, Audible, eero and Ring, owned by the same company, in New Zealand.

Do you work for Kindle? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Kindle compete?

Kindle is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Audiobook and ebook services2nd of 77.1%Shown above
E-reader brands1st of 537.8%Show ranking
Creator with pink hair and a pink jacket

Is Kindle your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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