Boox vs Kindle:Which is more popular?
In September 2026, Kindle had more branded searches than Boox among e-reader brands in New Zealand. Kindle had about 25,600 branded searches, while Boox had 1,540. Kindle made up 37.8% of all e-reader brand searches we track, and Boox accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about e-reader brands, Kindle appeared in all five answers and Boox in four. Kindle was mentioned before Boox in every answer.
Who do people search for more?
Kindle, about 17 searches for every 1 for Boox
Who does AI mention more?
Kindle, mentioned in every answer we collected
Who does AI recommend more?
Kindle, named ahead of Boox in every answer
Follow Boox vs Kindle and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top e-reader brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kindle appeared in all five answers. Boox was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Kindle was listed before Boox in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Kobo1st- Kindle2nd
Boox3rd
PocketBook4th
reMarkable–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Kindle5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Kobo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Boox4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- PocketBook1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- reMarkable0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about e-reader brands
5 answers
Asked ChatGPT
“Which e-reader brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best e-reader brands in New Zealand?”
Asked ChatGPT
“What's the best e-reader brand in New Zealand for easily carrying books?”
Searched Google, AI Overview
“best e-reader”
Searched Google, AI Overview
“ebook reader nz”
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 Boox or Kindle more popular in search?
This chart shows how often people search Google for Boox and Kindle by name. Each line represents a brand's share of searches for all five e-reader brands we track, month by month, from searches in New Zealand.
Share of searches by month for Kindle, Boox. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kindle | reMarkable | Kobo | Boox | PocketBook |
|---|---|---|---|---|---|
| Oct 2025 | 51.4% | 23.6% | 22.4% | 2.2% | 0.37% |
| Nov 2025 | 58.8% | 14% | 25% | 1.9% | 0.33% |
| Dec 2025 | 56.9% | 11.4% | 29.5% | 1.8% | 0.32% |
| Jan 2026 | 58.4% | 11.8% | 27% | 2.4% | 0.44% |
| Feb 2026 | 56.1% | 15.9% | 25.3% | 2.3% | 0.45% |
| Mar 2026 | 57% | 15.5% | 25% | 2.2% | 0.36% |
| Apr 2026 | 52.5% | 15.8% | 28.9% | 2.3% | 0.42% |
| May 2026 | 51.9% | 16.1% | 28.8% | 2.8% | 0.41% |
| Jun 2026 | 43% | 33.7% | 21.3% | 1.7% | 0.24% |
| Jul 2026 | 37% | 39.7% | 20.9% | 2.1% | 0.35% |
| Aug 2026 | 33.3% | 45% | 19.8% | 1.7% | 0.26% |
| Sep 2026 | 37.8% | 35.6% | 24% | 2.3% | 0.37% |
How has the Boox and Kindle comparison changed over the last 12 months?
3 findings
- Kindle was ahead of Boox in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Boox’s share of searches among e-reader brands in New Zealand moved from 2.2% to 2.3%, and its estimated monthly branded searches moved from 1.1K to 1.5K.
- Across the 12 months ending September 2026, Kindle’s share of searches among e-reader brands in New Zealand moved from 51.4% to 37.8%, and its estimated monthly branded searches moved from 26.2K to 25.6K.
How did search popularity change for New Zealand e-reader brands in September 2026?
2 changes
In September 2026, Kindle overtook reMarkable to become the leader among e-reader brands in New Zealand, with 37.8% of the searches.
In September 2026, Boox gained share of searches among e-reader brands in New Zealand, from 1.7% to 2.3%.
How are branded searches counted?
10 search terms
Brandwave collects information about searches that people make online using Boox’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 e-reader brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.