People who like to read today need books that are instant, easy to sell anywhere, available anywhere, can be read anywhere and anytime, without fear of the book being lost, wet, or torn pages. The COVID-19 pandemic has also made people worry about reading printed books in libraries or bookstores. With the technology in the form of an ebook reader, both from applications and devices or gadgets, it can make it easier for people who like to read. The ebook reader industry is currently growing rapidly, so a study was conducted on the comparison of global business strategies from Amazon and Rakuten. Amazon owns the Amazon Kindle, and Rakuten owns the Rakuten Kobo in the ebook reader industry. Comparisons are made by analyzing the I/O Model and RBV. Later, lessons learned will be obtained regarding the strategy they use, so that later it will be a lesson for companies in Indonesia such as Gramedia Digital Nusantara. Data retrieval is done with secondary data, using a google search engine, and some related literature reviews from websites, newspapers, as well as articles and journals. No research discusses the ebook reader industry.