Kindles Are for Kids?

We saw a fun story about younger people buying more Kindle e-readers, making them the “Stanley cup” (thermal tumbler, not hockey trophy) of 2024. The article must gratify Amazon, as Kindle e-readers link the original book retailer to its expansion to other retail categories. Kindle was Amazon’s first consumer electronics product, of course.

The data, however, suggests that this coverage is more a reaction to popular discussion at #BookTok, TikTok’s book-lover hashtag, rather than a tidal wave of young Kindle buyers. Apparently, a community of younger Kindle owners seem to enjoy decorating their e-readers and showing them off, in addition to talking about the books they are reading and recommending.

In the 12 months ending March 2024, 26% of customers that owned an Amazon Kindle for under one year were under age 35, compared to 29% for the 12 months ending March 2020 (Chart 1).