--- title: "Kindle vs Kobo: Which is searched more in New Zealand?" description: "Is Kindle or Kobo more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the E-reader brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/categories/nz-e-reader-brands/compare/kindle-vs-kobo" publisher: "Brandwave" --- # Kindle vs Kobo: Which is searched more in New Zealand? Is Kindle or Kobo more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the E-reader brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Kindle and Kobo - **Competitive set**: E-reader brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Kindle Share of Search**: 37.8% - **Kobo Share of Search**: 24% ## Is Kindle or Kobo more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Kobo | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Kindle | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Boox | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | PocketBook | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | reMarkable | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about e-reader brands - Asked ChatGPT "Which e-reader brand should I buy in New Zealand?": 1. Kobo, 2. Kindle, 3. Boox - Asked ChatGPT "What are the best e-reader brands in New Zealand?": 1. Kobo, 2. Kindle, 3. PocketBook, 4. Boox - Asked ChatGPT "What's the best e-reader brand in New Zealand for easily carrying books?": 1. Kobo, 2. Kindle - Searched Google, AI Overview "best e-reader": 1. Kindle, 2. Kobo, 3. Boox - Searched Google, AI Overview "ebook reader nz": 1. Kobo, 2. Kindle, 3. Boox Not named in any answer: reMarkable. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand e-reader brands in September 2026? - 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%. ## Month by month | Month | Kindle estimated searches | Kindle Share of Search | Kindle rank | Kobo estimated searches | Kobo Share of Search | Kobo rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 26.2K | 51.4% | 1 | 11.4K | 22.4% | 3 | | Nov 2025 | 37.2K | 58.8% | 1 | 15.8K | 25% | 2 | | Dec 2025 | 36.9K | 56.9% | 1 | 19.1K | 29.5% | 2 | | Jan 2026 | 37.5K | 58.4% | 1 | 17.3K | 27% | 2 | | Feb 2026 | 25.9K | 56.1% | 1 | 11.7K | 25.3% | 2 | | Mar 2026 | 26.8K | 57% | 1 | 11.7K | 25% | 2 | | Apr 2026 | 27.5K | 52.5% | 1 | 15.2K | 28.9% | 2 | | May 2026 | 28.1K | 51.9% | 1 | 15.6K | 28.8% | 2 | | Jun 2026 | 30.8K | 43% | 1 | 15.2K | 21.3% | 3 | | Jul 2026 | 27.2K | 37% | 2 | 15.3K | 20.9% | 3 | | Aug 2026 | 25.9K | 33.3% | 2 | 15.4K | 19.8% | 3 | | Sep 2026 | 25.6K | 37.8% | 1 | 16.2K | 24% | 3 | ## How each brand is measured 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. - **Kindle**: Measured on the search terms “kindle”, “kindle cloud reader”, “kindle e reader”, “kindle ereader”, “kindle on line”, “kindle paperwhite” and “kindle unlimited”, summed into one figure. - **Kobo**: Measured on the search terms “e reader kobo”, “kobo”, “kobo clara”, “kobo clara cover”, “kobo colour”, “kobo cover”, “kobo inc”, “kobo libra”, “kobo nia”, “kobo sage” and “kobo stylus”, summed into one figure. - [Kindle profile](/demand/nz/brands/kindle) - [Kobo profile](/demand/nz/brands/kobo) - [All e-reader brands in New Zealand](/demand/nz/categories/nz-e-reader-brands): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Kindle or Kobo more popular in search? 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%. ## Cite this page Brandwave. "Kindle vs Kobo: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-e-reader-brands/compare/kindle-vs-kobo This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-e-reader-brands/compare/kindle-vs-kobo. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.