Paperwhite Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Paperwhite sales on Amazon US totaled 104,550 units in July 2026 (▼ 34.9% vs. the prior month), generating an estimated $14,239,527 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 78.4% of unit volume and 80.6% of revenue, while a typical listing is priced at $150.55. The keyword itself pulled 12,063 Amazon queries over the same period (▼ 10.2% MoM).
Zooming out to the 12-month window ending July 2026, the paperwhite Top 50 moved 1,500,050 units and $200,265,180 in cumulative sales — an average of 125,004 units and $16,688,765 per month. Monthly throughput topped out at 163,950 units in November 2025 and dipped to 101,550 in September 2025, leaving the latest reading 4.7% lower than August 2025.
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
104.5K
▼ 34.9% MoM
Monthly Revenue 2026/07
$14.2M
▼ 32.3% MoM
Top 10 Market Share 2026/07
78.4%
Paperwhite Market Share & Sales Concentration on Amazon US — July 2026
The most-sold paperwhite listing on Amazon US in July 2026 is ASIN B0CFPHV9ZN (Brand: Amazon), which sold 10,000 units at $199.99 apiece — equal to 9.6% of every unit tracked in this report.
The Top 10 ASINs account for 82,000 units and $11,483,180 in July 2026 — 78.4% of unit volume and 80.6% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Paperwhite' on Amazon
July 2026
Is 78.4% 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 Paperwhite Brands on Amazon US — Top 2 Brand Sales Concentration (July 2026)
Amazon is the best-performing paperwhite brand in July 2026, moving 77,000 units across 9 ASINs for 93.9% of Top 10 volume. Anker follows with 5,000 units (6.1%).
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 $44.99 to $187.43, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Amazon
9 ASINs in Top 10
93.9%
Units
77K
Revenue
$11.3M
Avg. price
$187.43
B0CFPHV9ZN
$199.99·★4.6·22.4K revsAmazon Kindle Paperwhite 16GB (newest model) – 20% faster, with new 7" glare-free display and weeks of battery life – Jade
Units sold10KB0CFPJYX7P
$199.99·★4.6·22.4K revsAmazon Kindle Paperwhite 16GB (newest model) – 20% faster, with new 7" glare-free display and weeks of battery life – Black
Units sold10KB0CFPTK5JG
$199.99·★4.6·22.4K revsAmazon Kindle Paperwhite 16GB (newest model) – 20% faster, with new 7" glare-free display and weeks of battery life – Raspberry
Units sold10KB0CNV9F72P
$149.99·★4.5·19.9K 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·★4.5·19.9K 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·★4.6·12.6K 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·★4.6·15.7K revsAmazon Kindle Paperwhite and Kindle Colorsoft Case, Lightweight and Water-Safe, Foldable Protective Cover - Fabric
Units sold7KB0CFPP8C33
$249.99·★4.6·12.6K 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 sold6KB0CFPHPHYC
$249.99·★4.6·12.6K revsAmazon Kindle Paperwhite Signature Edition 32GB (newest model) – 20% faster with auto-adjusting front light, wireless charging, and weeks of battery life – Metallic Raspberry
Units sold5K
Anker
1 ASIN in Top 10
6.1%
Units
5K
Revenue
$224.9K
Avg. price
$44.99
B0CT2N9MBQ
$44.99·★4.6·5.1K revsMade for Amazon, Wireless Charging Dock for Kindle Paperwhite Signature Editions (2022 & 2024 Releases) and Kindle Colorsoft Signature Edition
Units sold5K
Trending 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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