Amazon Kindle Paperwhite Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Amazon Kindle Paperwhite sales on Amazon US totaled 141,150 units in July 2026 (▼ 39.9% vs. the prior month), generating an estimated $15,697,797 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 60.9% of unit volume and 67.3% of revenue, while a typical listing is priced at $140.97. The keyword itself pulled 15,373 Amazon queries over the same period (▼ 4.3% MoM).
Zooming out to the 12-month window ending July 2026, the amazon kindle paperwhite Top 50 moved 2,050,750 units and $226,732,281 in cumulative sales — an average of 170,896 units and $18,894,357 per month. Monthly throughput topped out at 237,200 units in November 2025 and dipped to 131,500 in May 2026, leaving the latest reading 1.7% lower than August 2025.
Amazon Kindle Paperwhite Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
141.2K
▼ 39.9% MoM
Monthly Revenue 2026/07
$15.7M
▼ 39.8% MoM
Top 10 Market Share 2026/07
60.9%
Amazon Kindle Paperwhite Market Share & Sales Concentration on Amazon US — July 2026
The most-sold amazon kindle paperwhite listing on Amazon US in July 2026 is ASIN B0CFPHV9ZN (Brand: Amazon), which sold 10,000 units at $199.99 apiece — equal to 7.1% of every unit tracked in this report.
The Top 10 ASINs account for 86,000 units and $10,572,140 in July 2026 — 60.9% of unit volume and 67.3% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Amazon Kindle Paperwhite' on Amazon
July 2026
Is 60.9% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B0CFPHV9ZN
Amazon Kindle Paperwhite 16GB (newest model) – 20% faster, with new 7" glare-free display and weeks of battery life – Jade
10K
▲ 0.0%vs. prior month
$1.6M
latest month
12-month trend
B0CFPJYX7P
Amazon Kindle Paperwhite 16GB (newest model) – 20% faster, with new 7" glare-free display and weeks of battery life – Black
10K
▲ 0.0%vs. prior month
$1.6M
latest month
12-month trend
B0CFPTK5JG
Amazon Kindle Paperwhite 16GB (newest model) – 20% faster, with new 7" glare-free display and weeks of battery life – Raspberry
10K
▲ 0.0%vs. prior month
$1.6M
latest month
12-month trend
B0CNV9F72P
Amazon Kindle 16 GB (newest model) - Lightest and most compact Kindle, now with faster page turns, and higher contrast ratio, for an enhanced reading experience - Black
10K
▲ 0.0%vs. prior month
$1.1M
latest month
12-month trend
B0CNVCQZG1
Amazon Kindle 16 GB (newest model) - Lightest and most compact Kindle, now with faster page turns, and higher contrast ratio, for an enhanced reading experience - Matcha
10K
▲ 0.0%vs. prior month
$1.1M
latest month
12-month trend
B0C8RR4WN3
Amazon Kindle Paperwhite Signature Edition 32GB (newest model) – 20% faster with auto-adjusting front light, wireless charging, and weeks of battery life – Metallic Black
9K
▼ 10.0%vs. prior month
$1.8M
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Amazon Kindle Paperwhite Brands on Amazon US — Top 2 Brand Sales Concentration (July 2026)
Amazon is the best-performing amazon kindle paperwhite brand in July 2026, moving 78,000 units across 9 ASINs for 90.7% of Top 10 volume. MoKo follows with 8,000 units (9.3%).
With 2 brands splitting the Top 10 and 100.0% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $9.99 to $163.77, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Amazon
9 ASINs in Top 10
90.7%
Units
78K
Revenue
$10.5M
Avg. price
$163.77
B0CFPHV9ZN
$199.99·★4.6·22.6K revsAmazon Kindle Paperwhite 16GB (newest model) – 20% faster, with new 7" glare-free display and weeks of battery life – Jade
Units sold10KB0CFPJYX7P
$199.99·★4.6·22.6K revsAmazon Kindle Paperwhite 16GB (newest model) – 20% faster, with new 7" glare-free display and weeks of battery life – Black
Units sold10KB0CFPTK5JG
$199.99·★4.6·22.6K revsAmazon Kindle Paperwhite 16GB (newest model) – 20% faster, with new 7" glare-free display and weeks of battery life – Raspberry
Units sold10KB0CNV9F72P
$149.99·★4.5·20K revsAmazon Kindle 16 GB (newest model) - Lightest and most compact Kindle, now with faster page turns, and higher contrast ratio, for an enhanced reading experience - Black
Units sold10KB0CNVCQZG1
$149.99·★4.5·20K revsAmazon Kindle 16 GB (newest model) - Lightest and most compact Kindle, now with faster page turns, and higher contrast ratio, for an enhanced reading experience - Matcha
Units sold10KB0C8RR4WN3
$249.99·★4.6·12.7K revsAmazon Kindle Paperwhite Signature Edition 32GB (newest model) – 20% faster with auto-adjusting front light, wireless charging, and weeks of battery life – Metallic Black
Units sold9KB0CM7X424T
$36.99·★4.6·15.9K revsAmazon Kindle Paperwhite and Kindle Colorsoft Case, Lightweight and Water-Safe, Foldable Protective Cover - Fabric
Units sold7KB0CM7RF1KR
$36.99·★4.6·15.9K revsAmazon Kindle Paperwhite and Kindle Colorsoft Case, Lightweight and Water-Safe, Foldable Protective Cover - Fabric
Units sold6KB0CFPP8C33
$249.99·★4.6·12.7K revsAmazon Kindle Paperwhite Signature Edition 32GB (newest model) – 20% faster with auto-adjusting front light, wireless charging, and weeks of battery life – Metallic Jade
Units sold6K
MoKo
1 ASIN in Top 10
9.3%
Units
8K
Revenue
$91.9K
Avg. price
$9.99
B0B17YZQ72
$9.99·★4.6·12.5K revsMoKo Case for 7"/6.8" Kindle Paperwhite 12th/11th Gen & Kindle Colorsoft
Units sold8K
Trending Amazon Kindle Paperwhite Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. On the growth side, B08KTZ8249 leads positive momentum with ▲ 100.0% MoM growth on 1K units, with B09TMN58KL close behind at ▲ 100.0% MoM on 100 units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B08KTZ8249
Amazon Kindle Paperwhite (8 GB) – Now with a larger display, adjustable warm light, increased battery life, and faster page turns – Black
Price
$82.14
Rating
4.7
Reviews
65.6K
Latest month sales
B09TMN58KL
Amazon Kindle Paperwhite (16 GB) – Now with a larger display, adjustable warm light, increased battery life, and faster page turns – Black
Price
$111.07
Rating
4.7
Reviews
65.6K
Latest month sales
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