Boox vs Kobo:Which is more popular?
In September 2026, Kobo had more branded searches than Boox among e-reader brands in New Zealand. Kobo had about 16,200 branded searches, while Boox had 1,540. Kobo made up 24% 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, Kobo appeared in all five answers and Boox in four. Kobo was mentioned before Boox in every answer.
Who do people search for more?
Kobo, about 11 searches for every 1 for Boox
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Top e-reader brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kobo 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. Kobo 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 Kobo more popular in search?
This chart shows how often people search Google for Boox and Kobo 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 Kobo, 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 Kobo comparison changed over the last 12 months?
3 findings
- Kobo 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, Kobo’s share of searches among e-reader brands in New Zealand moved from 22.4% to 24%, and its estimated monthly branded searches moved from 11.4K to 16.2K.
How did search popularity change for New Zealand e-reader brands in September 2026?
2 changes
In September 2026, Kobo gained share of searches among e-reader brands in New Zealand, from 19.8% to 24%.
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?
14 search terms
Brandwave collects information about searches that people make online using Boox’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.
Other head-to-heads among e-reader brands
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