Kobo Sales Double
Best Buy partnership challenges Amazon's e-reader dominance after two years of 100% US growth
Rakuten Kobo has returned to US retail through a partnership with Best Buy, marking a significant expansion of its presence in the American market. The company is now selling a selection of e-readers and accessories in Best Buy stores across the US.
Kobo's return to US retail comes after its sales in the country doubled in both 2025 and 2026. This growth is a significant turnaround for the company, which previously sold e-readers through Walmart starting in 2018, but saw that relationship end in 2024.
One factor contributing to Kobo's success is its innovative approach to device development. In 2024, Kobo was the first to sell next-generation color e-readers, which helped to galvanize interest in its products. The company has also shown a willingness to think outside the box, building its own dedicated remote after noticing customers on TikTok were modifying game controllers into makeshift page-turning devices.
Kobo has a long history of partnerships with other companies, including a partnership with the American Booksellers Association since 2012, which allows independent bookstores to sell Kobo ebooks through an affiliate program. The company has also partnered with Indigo in Canada, where it sells devices in their stores, as well as in Best Buy Canada.
## What changed The company's new deal with Best Buy follows the doubling of Kobo's US sales in both 2025 and 2026. According to Kobo, a wide variety of converging factors have contributed to this growth, including increased visibility of e-readers on social media and the release of next-generation color e-readers.
## Why it matters Kobo's return to US retail is significant because it marks a challenge to Amazon's dominance of the e-book space in the US. With its partnership with Best Buy, Kobo is now able to reach a wider audience and offer its products to customers in physical stores. This move is likely to increase competition in the e-reader market and provide more options for consumers.
The success of Kobo's partnership with Best Buy will depend on a number of factors, including the company's ability to promote its products and build a strong brand presence in the US market. However, with its innovative approach to device development and its growing sales, Kobo is well-positioned to make a significant impact in the US e-reader market.
