Kindle vs Kobo:Which is more popular?
In September 2026, Kindle had more branded searches than Kobo among e-reader brands in New Zealand. Kindle had about 25,600 branded searches, while Kobo had 16,200. Kindle made up 37.8% of all e-reader brand searches we track, and Kobo accounted for 24%. When we asked ChatGPT and Google AI Overviews about e-reader brands, both Kindle and Kobo appeared in all five answers. Kobo was mentioned before Kindle in four out of five answers.
Who do people search for more?
Kindle, about 57% more searches than Kobo
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Kobo, named ahead of Kindle in 4 of 5 answers
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Top e-reader brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both Kindle and Kobo showed up in all five answers. Kobo was listed before Kindle in four of them.
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 Kindle or Kobo more popular in search?
This chart shows how often people search Google for Kindle 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 Kindle, Kobo. 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 Kindle and Kobo comparison changed over the last 12 months?
3 findings
- Kindle was ahead of Kobo in every measured month of the 12 months ending September 2026.
- 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.
- 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, Kindle overtook reMarkable to become the leader among e-reader brands in New Zealand, with 37.8% of the searches.
In September 2026, Kobo gained share of searches among e-reader brands in New Zealand, from 19.8% to 24%.
How are branded searches counted?
18 search terms
Brandwave collects information about searches that people make online using Kindle’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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