Audible vs Kindle:Which is more popular?
In September 2026, Kindle had more branded searches than Audible among audiobook and ebook services in New Zealand. Kindle had about 25,600 branded searches, while Audible had 9,320. Kindle made up 7.1% of all audiobook and ebook service searches we track, and Audible accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about audiobook and ebook services, Audible appeared in four of the five answers and Kindle in three. Audible was mentioned before Kindle in four out of five answers.
Who do people search for more?
Kindle, about 3 searches for every 1 for Audible
Who does AI mention more?
Audible, mentioned in 4 of 5 answers, Kindle in 3
Who does AI recommend more?
Audible, named ahead of Kindle in 4 of 5 answers
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Top audiobook and ebook services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Audible was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Audible was listed before Kindle in four out of five answers.
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.
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
Asked ChatGPT
“Which audiobook or ebook service should I use in New Zealand?”
Asked ChatGPT
“What are the best audiobook and ebook services in New Zealand?”
Asked ChatGPT
“What's the best audiobook or ebook service in New Zealand for reading on the go?”
Searched Google, AI Overview
“best audiobook app”
Searched Google, AI Overview
“ebook app”
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.
Is Audible or Kindle more popular in search?
This chart shows how often people search Google for Audible and Kindle by name. Each line represents a brand's share of searches for all seven audiobook and ebook services we track, month by month, from searches in New Zealand.
Share of searches by month for Kindle, Audible. The figures are in the table below the chart.
View monthly share of searches table
| Month | Spotify | Kindle | Kobo | Audible | Libby | BorrowBox | Storytel |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 86.1% | 7.3% | 2.6% | 3.1% | 0.7% | 0.31% | 0.03% |
| Nov 2025 | 82.7% | 10% | 3.3% | 3% | 0.69% | 0.28% | 0.03% |
| Dec 2025 | 79.2% | 11.5% | 4.6% | 3.5% | 0.81% | 0.3% | 0.04% |
| Jan 2026 | 75.7% | 13.4% | 5% | 4.2% | 1.2% | 0.43% | 0.05% |
| Feb 2026 | 86.2% | 7.2% | 2.6% | 2.8% | 0.84% | 0.29% | 0.02% |
| Mar 2026 | 87.6% | 6.2% | 2.2% | 3% | 0.79% | 0.23% | 0.03% |
| Apr 2026 | 82% | 8.8% | 3.8% | 4.1% | 1.1% | 0.32% | 0.03% |
| May 2026 | 86.7% | 6.3% | 2.8% | 3% | 0.96% | 0.25% | 0.02% |
| Jun 2026 | 87% | 6.8% | 2.7% | 2.4% | 0.91% | 0.22% | 0.02% |
| Jul 2026 | 82.7% | 8.4% | 3.8% | 3.5% | 1.2% | 0.45% | 0.03% |
| Aug 2026 | 85.5% | 7% | 3.3% | 2.8% | 1.1% | 0.3% | 0.03% |
| Sep 2026 | 85.8% | 7.1% | 3.6% | 2.6% | 0.73% | 0.26% | 0.02% |
How has the Audible and Kindle comparison changed over the last 12 months?
3 findings
- Kindle was ahead of Audible in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Audible’s share of searches among audiobook and ebook services in New Zealand moved from 3.1% to 2.6%, and its estimated monthly branded searches moved from 11K to 9.3K.
- Across the 12 months ending September 2026, Kindle’s share of searches among audiobook and ebook services in New Zealand moved from 7.3% to 7.1%, and its estimated monthly branded searches moved from 26.1K to 25.6K.
How did search popularity change for New Zealand audiobook and ebook services in September 2026?
1 change
Estimated monthly branded searches for Audible in New Zealand fell 15.5% over 12 measured months, from 11K to 9.3K in September 2026.
How are branded searches counted?
16 search terms
Brandwave collects information about searches that people make online using Audible’s 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.
Other head-to-heads among audiobook and ebook services
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