Shark IQ Robot vs. Roomba S9+ vs. Roomba I7+

Shark IQ vs Roomba I7 vs Roomba S9

After finishing the Shark IQ auto empty review, I thought it’d be proper to compare it to its main competitors, the Roomba I7+ and Roomba S9+.

Shark’s IQ series is the pioneer of budget self-emptying robots and continues to be one of the least expensive alternatives to this date.

I’ve spent many hours testing these products, comparing various aspects from navigation, cleaning to its app features to determine which is the best for your needs.


A quick glance at the Shark IQ, Roomba I7+, and Roomba S9+

I’ve enumerated the specs of each variant in this section to give you a bird’s eye view of the functionality of each.

Please note that I used the spec/test results of the Roomba I6 for the I7 below. Both options use the same motor, battery, and extractors, so results should be very close.

Shark IQ Auto Empty

Shark IQ auto empty
  • Airflow: 18.87 CFM
  • Deep cleaning: 80%
  • Mopping: No
  • Auto empty: Yes
  • Bag capacity: No bag (bagless)
  • Navigation: Smart Navigation
  • Map saving: Yes
  • Number of maps: 1
  • Containment: Yes
  • Selective Roomba cleaning: Yes
  • Recharge & Resume: Yes
  • Dustbin capacity: approx. 400ml
  • Water tank: N/A
  • Side brush: Two
  • Battery: 2990 mAh Li-ion
  • Run time: 60 minutes
  • Noise: 64.8 dB

Roomba I7+ (or I6+)

Roomba I7+
  • Airflow: 8.2 CFM
  • Deep cleaning: 82.5%
  • Auto empty: Yes
  • Bag capacity: 2.5 liters (approx.)
  • Navigation: Neat Rows
  • Map saving: Yes
  • Number of maps: 10
  • Keep out zones: Yes
  • Selective Room cleaning: Yes
  • Recharge & Resume: Yes
  • Rubber extractors: Yes
  • Dustbin capacity: 400ml
  • Side brush: One
  • Battery: 1800 mAh Li-ion
  • Run time: 75 minutes
  • Noise: 64.9 dB

Roomba S9+

Roomba S9+
  • Clean base Station: No
  • Navigation: Neat Rows
  • Map saving: Yes
  • Number of maps: 10
  • Keep out zones: Yes
  • Selective Room cleaning: Yes
  • Recharge & Resume: Yes
  • Rubber extractors: Yes
  • Dustbin capacity: 500ml
  • Side brush: One
  • Battery: 1800 mAh Li-ion
  • Run time: 75 minutes

Introduction to the Shark IQ, Roomba I7+, and Roomba S9+

These three auto empty robot vacuums are the pioneers of this sub-niche, with the I7 being the first.

Shortly after its release came the flagship S9+, the best performing robot vacuum I’ve tested.

While both of these variants offer excellent cleaning performance, each option is costly.

The Shark IQ aims to address the price concern by offering a cheaper alternative to these expensive Roombas.

But the question is, can it clean and navigate as well as a Roomba? I’ve tested these robots extensively and will answer the question in the different sections below. We’ll look at the similarities and differences.

Least Expensive Option: Shark IQ Self Empty

Shark IQ self-empty base

Consumers should thank Shark for the IQ – it was their first product with smart and a self-emptying feature that was new at the time.

But the first-generation Shark IQ robots had one fatal flaw – the lack of an optical sensor underneath.

The result is it wasn’t able to create the map despite many runs. I’ve seen reviews both on YouTube and online stores, and it was consistent.

Enter the second-generation variants that addressed this issue by adding the optical sensor, which eliminated this problem.

Along with this floor sensor, it has a top-mounted camera with a host of bumper and drop sensors to help it track and avoid obstacles.

Shark IQ interface

This combo of sensors enables the IQ to move in straight lines in the dock’s direction.

Having VSLAM also unlocks other advanced features like recharge and resume, selective room cleaning, evacuate and resume, map saving, and more.

Underneath, it has a single-pronged side brush with the slowest rotation I’ve seen from a robot. It helps the IQ robot clean more efficiently since it doesn’t scatter as much dirt.

But the slower-than-usual rotation hinders its performances at the edges.

The primary brush is unlike any other combo brush I’ve seen as it integrates fins all around, similar to the Vertex Cordless roller.

Shark IQ tangle-free combo brush

While navigation is efficient, the IQ lacks thoroughness, even with the extended run feature enabled.

I didn’t notice any difference between the default cycle and extended run, as it took the same time to finish both runs.

Based on my tests, cleaning performance is almost at par with the Roomba I7 (or I6+) but lags at deep cleaning sand.

It’s a good budget alternative if you don’t want to spend on bags and don’t mind the allergen exposure during dirt disposal.

Mid Level Option: Roomba I7+

Roomba I6

The Roomba I7+ is iRobot’s mid-priced self-empty robot option between the entry-level I3+ and top-end S9+.

One difference between the I3 and I7 is navigation. The latter has the top-mounted camera and SLAM, unlocking features like map saving, zoned cleaning, and adding keep-out zones.

It isn’t as powerful as the high-end S9+ with only 8.2 CFM, which is at the same level as other lower-end Roombas – 675, 690, and E5.

However, don’t expect it to clean as well as the S9 because of this low airflow, but it’s still decent.

Aside from the low airflow, its side brush spins rapidly, scattering debris around.

But the excellent agitation makes up for the lack of power, so it does well for a low airflow robot on carpet – yes, even on embedded sand.

Navigation is similar to the S9, moving in what iRobot terms “neat rows” or straight lines.

Nonetheless, efficiency isn’t its strong point, taking over 28 minutes to complete a two-pass run.

If you don’t want to spend a premium on an S9, then have a look at the less expensive Roomba I7 or I6.

Best Cleaning Performance: Roomba S9+

Roomba S9

I’ve tested many robot vacuums, and none of them cleans like the Roomba S9+.

The rare combination of high airflow, wide rollers, and a square front makes it the most efficient option per pass.

Roomba S9+ extractors

Sure it isn’t as wide as the Neato Botvac, but the square-front and its patented rubber extractors make up for it, giving it best-in-class performance.

It has the same navigation as the Roomba I7, but for some strange reason – less efficient.

If your top priority is cleaning performance and you do not mind paying the premium, the S9 is the best option available.

Similarities between the Shark IQ, Roomba I7+, and Roomba S9+

1. Navigation

All three robots use the same combo: a top-mounted camera, gyroscopes, and floor sensors for navigation with VSLAM.

Each will navigate in straight lines, but one difference is Roomba has dynamic navigation where it’ll find the most efficient path, while Shark goes in the direction of the self-empty dock.

2. Self-Emptying

Shark IQ vs Roomba with auto empty base stations

These robots have an auto-empty base station where a second vacuum empties the dustbin contents after the robot docks. But the difference is Roomba has a bagged system, while Shark utilizes a bagless design.

3. Map saving

Shark and Roomba can save maps – up to one and ten maps, respectively.

Since these variants rely on a camera, you’ll have to keep the lights on to create the map successfully.

One advantage iRobot has is its mapping run, where the robot runs with the motor off, increasing its range, which is helpful in large homes.

4. Containment

Each has a containment feature with varying terminology.

Shark calls it zones, while Roomba has keep-out zones.

Regardless, the functionality is similar: square or rectangular areas blocking the robot from going into them.

You’ll need to create and save the map first to access this feature.

Differences between the Shark IQ, Roomba I7+, and Roomba S9+

1. Auto Empty Dock Design

Shark IQ vs Roomba base station design

The Roomba I7 and S9 utilize a ramp-style base station I like since it offers better stability.

In comparison, the Shark IQ has a vertical port connecting to the robot’s rear slot.

Consumers will need to buy the SharkMat for carpet use to prevent alignment issues.

2. Side brush

Shark IQ vs Roomba side brush comparison

Each variant uses a different side brush design.

The Roomba S9 has a shorter five-prong design, while the I7 utilizes the more traditional three-prong brush with more extended tips.

Shark IQ has a single-pronged design, with the slowest rotation of the three.

Of the three, I like the Roomba’s design best because of the robot’s shape and side brush placement in front.

It has the most practical design and the best at cleaning edges.

3. Primary brush

Roomba utilizes their patented bristle-less rubber counter-rotating extractors for both the I7 and S9.

Roomba I3 vs I6 vs S9 extractors comp

In comparison, Shark uses a similar roller to the Vertex cordless, combining plastic fins and bristles.

Shark IQ tangle-free combo brush

4. Dirt storage inside the auto-empty dock

Shark IQ vs Roomba base station dirt disposal

All Roomba products utilize the same 2.5-liter capacity bags inside their clean base station.

Shark offers two variants – XL (30-day capacity) and standard versions (15-day capacity) and both have bagless systems.

Shark IQ auto empty dustbin

5. Dirt Detect

Only iRobot has dirt detect where it does additional back and forth passes if it detects more debris.

It’s a significant reason why Roomba products do better than other brands at cleaning carpet despite the low airflow.

6. Efficiency

While these robots have the same navigational sensors, efficiency varies.

I efficiency tests for all three, where I scattered quaker oats all over a small room then checked how long each variant completes one cleaning cycle.

The Shark IQ is the most efficient (18 mins), followed by the I7 (28 mins), then the S9 (32 mins).

While the Shark IQ and Roomba I7 took less time to finish, both left considerable amounts of debris.

Factoring in the amount of dirt picked up, the S9 is the best, nearly picking up every crumb after the first pass.

App Features

Both brands have smartphone apps available in your favorite app stores on IOS and Android.

The IQ robot is compatible with the SharkClean app, and both Roomba variants are usable with the iRobot Home app.

These apps will unlock all the advanced features, and I’d recommend you download them.

Please note that these robots are only compatible with 2.4G WIFI networks, but not 5G.

1. Map Saving

Perhaps the most critical feature for these robots is map saving, which unlocks a host of other features.

One variance is iRobot can save up to ten map levels – the most out of the robots I’ve reviewed.

Roomba S9 map saving

In comparison, Shark can only save one level, which is disappointing with the compact dock that’s easier to transport.

Shark IQ map saving

However, only the iRobot app offers the mapping run, where the robot is on exploratory mode with the sole purpose of creating the map.

The Shark app doesn’t have this feature.

2. Edit Map

After creating the map, users can customize it by setting partitions and naming them.

But both apps have different ways of creating these zones. iRobot lets users add horizontal partitions to divide rooms.

Roomba app edit map

A crude method and takes some time to get used to, but it does work decently.

Shark offers a more straightforward method – drawing boxes around zones that wrap around them automatically.

Shark IQ add rooms

Once these partitions are set, you can name them. iRobot offers custom room naming, while Shark does not, and consumers can only select from a list.

3. Containment

Another plus for these apps is the availability of containment, which is my preference over old-fashioned magnetic tapes or IR-based invisible walls.

The Shark and iRobot apps allow users to draw boxes that mark areas as off-limit zones, preventing the robot from venturing them.

Here’s Shark’s version.

Shark IQ zones

And here’s Roomba’s version.

Roomba S9 keep out zones

Unfortunately, neither has an invisible wall feature, so it’s only possible to block square or rectangular zones, but not diagonal areas.

4. Selective room cleaning

SharkClean and Roomba app selective room cleaning

Consumers can select specific rooms or areas to clean with both brands by tapping on the room names.

Shark’s version will show this window every time they tap on this play icon, while you’ll need to tap on the new job button for iRobot on the upper right to access this feature.

5. Clean zones [Roomba only]

Roomba S9 clean zones

iRobot lets users specify clean zones where they can draw rectangular or square areas on the map. I believe this feature helps target high-traffic areas inside larger rooms.

It’s similar to zoned cleaning in brands like Roborock, Dreame, and Yeedi, but the difference is you can save these zones in the iRobot app.

7. Evacuate and Resume [Shark only]

Shark IQ evacuate and resume

Since the Shark IQ doesn’t have any dustbin sensor, they had to implement it to prevent overfilling the robot’s dustbin.

Shark says it’s helpful inside dirty areas as it tells the robot to dock after 30-minutes, empty the robot’s dustbin, and resume cleaning where it left off.

8. Mapping Runs [Roomba only]

Roomba mapping run

An exploratory run where the robot goes around the area with the motor shut off to maximize coverage.

iRobot added this feature to speed up the map creation process. One of Roomba’s weaknesses is its shorter than usual run time.

Roomba mapping run

This feature helps alleviate this issue so that you can unlock the other features sooner.

It’s essential to keep the lights and open all doors for the run to be successful.

9. Extended Clean [Shark only]

Shark IQ app extended clean

The Shark IQ will only go around the area once. To help with thoroughness, Shark adds the extended clean feature, where it uses the remaining battery life to clean targeted areas continuously.

That’s the theory. I tested this feature and didn’t notice any difference between the default and extended run.

10. Power Settings

Shark and Roomba power settings

Both apps have the option to adjust power levels. The Shark app has three power levels, while the S9 app version has three.

Only the Roomba S9 has adjustable power, whereas the I7 doesn’t have this adjustability.

There are three tiers for the S9 (check screenshot below) –detailed, quiet, and custom.

Detailed clean activates the middle power setting to balance power and run time, while quiet utilizes the eco setting, prioritizing low noise levels.

The custom setting lets users manually select the power level and unlocks the max power setting.

Roomba S9 cleaning preferences

11. Control Number of Passes [Roomba only]

Roomba I3 vacuum settings

The iRobot app lets users adjust the number of passes – between one and two, giving it better thoroughness.

12. Scheduling

These robots also have a scheduling feature that amplifies their self-emptying benefit.

The difference is the Shark app has three separate tabs for the morning, afternoon, and evening.

SharkClean scheduling


Unfortunately, it only permits users to choose one scheduled run per day.

Consumers cannot schedule multiple runs per day, which isn’t the case for the iRobot app.

iRobot can set multiple runs per day but with a minimum gap of three hours between runs.

Roomba S9 scheduling


So technically, you can set up to six automated runs per day.

13. History

Lastly, for this section is the history tab, which shows the previous cleaning cycles.

Roomba’s cleaning history tab.

Roomba I6 cleaning history

Shark’s version of the history tab.

SharkClean history tab

It acts as an odometer and lets users know how much they’ve used their robots.

Airflow comparison

A critical consideration in selecting a robot vacuum is power. Unfortunately, manufacturers don’t disclose universal power figures, but they don’t, so it is what it is.

I use an anemometer to measure airflow or how much air flows through the main brush to go around this issue.

Here are the results for the three robots.

Power Comp
Roomba S9+
Roomba I7+
Shark IQ
11.33 CFM
8.2 CFM
14.87 CFM
14.52 CFM
14.87 CFM
25 CFM
18.87 CFM

The Roomba S9+ has the highest airflow of the three with up to 25 CFM – a significant factor why it also picked up the most.

Next in line is the Shark IQ with up to 18.87 CFM, and Roomba I7 has the lowest airflow at 8.2 CFM.

Cleaning comparison

Next, we’ll look at the cleaning results where I tested each on debris like quaker oats, coffee grounds, quinoa, pet litter, hair, and sand.

Shark IQ
Roomba I7+
Roomba S9+
Hard Floor
Sand on hard floor
Carpet (Surface Pickup)
Carpet (Deep Cleaning)

Not surprisingly, the Roomba S9+ picked up the most across the board and the best at both surface and embedded dirt.

The Roomba I7 was second overall, only slightly worst in hard floor results despite having the least airflow.

Which robot is best on hard floors?

Again, the Roomba S9+ is the best of the bunch, with nearly perfect scores on this surface.

It aced the sand on hard floor test at 100%, and the eye test confirms this score as there wasn’t any residue on the brush assembly.

Roomba S9 sand on hard floor

The Roomba I7 is the next best option based on tests, and the Shark IQ was the worst, but the difference isn’t much.

Roomba I6+ sand on hard floor

Shark IQ did the worst in the sand on hard floors test.

Shark IQ sand on hard floor

A barometer I use for these robots is the sand test because it’s one of the most challenging debris to pick up.

If the robot does well on it, most likely, it’ll have no issues with other dirt types.

Edge cleaning

Again, the Roomba S9+ is the clear winner here, thanks to the broad 9″ cleaning path and square front.

Roomba S9 edge cleaning

It picked up the most debris in the fewest passes. The high airflow, excellent agitation, and wide extractors are reasons why it did very well.

The next best option is the Roomba I7 or I6, but it left noticeably more debris.

Roomba I6 edge cleaning

Lastly, the Shark IQ is the worst, with the slow rotating brushes not having enough force funneling debris towards the main roller.

Shark IQ edge cleaning

Hair wrap comparison

The Roomba I7 and Shark IQ had the best results with short five-inch strands, picking up 100% and 99%, respectively.

Here’s how much the Roomba I7 (actually I6) picked up after the 5-inch test.

Roomba I6 5 inch hair wrap

Shark IQ did slightly worst with a few strands on the brush.

Shark IQ five-inch hair wrap test

However, the Roomba S9+, with its wide rollers, did the best, picking up 82% of seven-inch strands.

Roomba S9 five-inch hair test

I expected more from the Shark IQ since it has a similar brush roll to the Vertex cordless (both have combs above the brush for untangling hair).

But the brush roll doesn’t spin as forcefully as its stick vacuum counterpart, so it bogged down when longer strands wrapped on it.

Which robot is best on carpet?

Again, the Roomba S9+ is the clear winner here – both on surface and embedded dirt. It easily picked up the most embedded sand at 93% – currently tops of all robot vacuums I’ve tested.

This isn’t a surprise since it has the most airflow, widest brush, and excellent agitation.

The next best option on carpet is the Roomba I7. While it doesn’t match the S9 with airflow, it does have the dirt detect feature where the robot does additional passes on dirtier spots.

This feature isn’t available in other brands like the Shark since it’s an iRobot patent.

Shark is the worst of the three on surface and deep cleaning but still decent versus other non-Roomba brands.

Run Time Comparison

Both Roomba products have the same run time at 75 minutes. The S9 does have a larger 3300 mAh battery, which is essential since it uses a bigger motor.

Shark has the lowest rated run time at 60 minutes from its 2990 mAh battery.

However, run time shouldn’t be a concern for these robots since all have recharge and resume.

That means if the battery runs low, these robots will recharge then continue cleaning where it left off previously.

Run time will be an issue for people living in large homes. If this is a concern, you’ll have to opt for brands like Roborock or Dreame that utilize large 5200 mAh li-ion batteries.

Noise Comparison

Power setting
Shark IQ
Roomba I7+
Roomba S9+
62.3 dB
64.5 dB
66.3 dB
62.4 dB
68.5 dB
64.8 dB
74.1 dB

One downside with high airflow is noise, which is the case for the Roomba S9, as it topped the list at 74.1 decibels.

Despite doubling the power output, the Shark IQ is the least noisy of the bunch, maxing at 64.8 decibels – a tad bit louder than the Roomba I7+ (64.5 dB).


Upkeep is a critical component of robot vacuum ownership. More so than a stick vacuum since robots are precision machines that rely upon a bevy of sensors to function at their peak.

I’ll share with you which parts to check, clean, and replace below to maximize the life cycle of these machines.

Since you’ll be spending hundreds on these robots, it makes sense to keep them running as long as possible.

  1. Primary brush: This is the most abused component of any robot vacuum. It’s responsible for picking up debris, and there will be accumulation over time. Check and clean once a week to remove any hair wrapping (or dirt) on the roller and axles.
  2. Side brush: Next most battered part is the side brush. Like the primary roller, it continually spins to funnel dirt towards the inlet. Hair tends to stick on the multi-pronged brushes’ arms. There’s also accumulation on the base. Again, check at least once a week to clear the build-up and prevent unnecessary friction.
  3. Dustbin and filter: The self-emptying feature of these robots means you don’t need to do the task manually. But dirt will accumulate over time, and manual cleaning is a must. Fortunately, the dustbins of all three are washable, which makes the job simpler. However, the filters are not, so replace these at two or three-month intervals.
  4. Auto empty dock: The task is more straightforward for Roomba products – empty the bag when full and replace it. Shark’s system is bagless, so you’ll have to dump its contents in a wide trash bin and wash the primary filter if it gets dirty. There’s also a secondary filter underneath that you’ll need to replace annually. Lastly, keep the ports free from any obstruction.
  5. Drop sensors: Wipe these sensors at least once a month to prevent an error code from firing and crippling the robot.
  6. Robot body: Use a clean, microfiber towel to wipe the whole robot body to clean any fingerprints and dust sticking on the surface.

Availability of Parts

Shark and iRobot are two more popular robot vacuum brands, and parts availability won’t be an issue.

Roomba has a broader range of options, at least for the I7 since it shares components such as I6 and I3.

You can purchase aftermarket or OEM parts from online stores like Amazon and eBay.

Product Specifications

Shark IQ
Roomba I7+
Roomba S9+
shark IQ
Roomba I7+
Roomba S9+
High Efficiency
High Efficiency
High Efficiency
Smart Navigation
Smart Navigation
Smart Navigation
Run time
60 mins.
75 mins.
75 mins.
Recharge and Resume
Map Saving
Number of Maps
Dustbin capacity
400 ml
400 ml
500 ml
Auto-empty capacity
Base station type
Vertical port
Water tank capacity
18.87 CFM
8.2 CFM
25 CFM (Max)
1-year limited
1-year limited
1-year limited

Where can I buy these robots?

You can get these robots from online stores like Amazon. Check the links below for the latest pricing information.

  • Roomba S9+ on Amazon (w/ clean base station)
  • Roomba S9 on Amazon
  • Roomba I7+ on Amazon (w/ clean base station)
  • Roomba I7 on Amazon
  • Roomba I6+ on Amazon (w/ clean base station)
  • Shark IQ XL Self Empty on Amazon
  • Shark IQ Self Empty (smaller base station) on Amazon

Disclaimer: I will earn a commission if you purchase through any of the links above, but at no extra cost to you, so it’s a win-win for us!

Which is the best option, the Shark IQ, Roomba I7+ or Roomba S9+?

Selecting the best option for your needs will boil down to your preferences and budget.

Folks who don’t mind spending close to $1000 should look at the Roomba S9+. It’s the best performing Roomba product to date.

Yes, this variant has issues, particularly with run time and some inefficiencies with its navigation, but it makes up for it by picking up the most debris per pass.

Consider it if you need something capable of cleaning hard floors and carpets well.

The Roomba I7 is a good middle-ground option. Not as costly as the S9+ without sacrificing much with features and cleaning performance. It won’t vacuum as well as the S9, but it’s not as expensive.

Shark is the least expensive option, but with decent enough cleaning performance for the price. The newer version has an optical sensor.

Creating maps shouldn’t be a problem if you follow the proper procedures.

4 Reasons to choose the Roomba S9+

  1. Best Cleaning Performance: The S9+ is by far the best vacuuming robot vacuum I’ve tested.
  2. Excellent at edge cleaning: Changing to a square front enables the S9 to be the best at cleaning edges and corners.
  3. Picks up the most embedded dirt: It picked up 93% of embedded sand in the deep cleaning test – the best score by far versus other brands.
  4. Wide cleaning path: The broad nozzle makes the S9 the most efficient cleaning robot per pass.

3 Reasons to choose the Roomba I7+

  1. Cheaper than the S9+: If the S9+ is too costly, give the I7+ a close look.
  2. Above-average at deep cleaning: Not as good as the S9+, but the I7+ picked up a decent 82.5%
  3. More efficient navigation: It was better than the S9 at the efficiency test, finishing 4 minutes faster (28 mins vs. 32 mins).

4 Reasons to choose the Shark IQ

  1. Least expensive alternative: The Shark IQ is the cheapest option of the three.
  2. No need to purchase bags: It utilizes a bagless system, so there’s no need to buy replacement bags continually.
  3. Not noisy even at max power: Shark did an excellent job muffling noise, keeping it below 65 decibels at the max setting.
  4. Compact base station: The compact base station is the easiest of the three to move around the house with the handle.

The Verdict: Which is Better, Shark or Roomba?

Tests reveal that the Shark IQ is a decent alternative to the Roomba I7 and S9. It won’t clean as well as the S9, but the difference between the I7 is minimal.

The second-generation IQ addressed the map creation issues by adding an optical sensor.

So this shouldn’t be a deciding factor.

Although the bagless system saves money, it exposures consumers to dust and can be prone to spills if you’re not careful.

The last flaw is it saves only one map, which defeats the purpose of the compact base station. I hope Shark addresses this in future updates.

Both Roomba options are still better, factoring in cleaning performance, thoroughness, and navigation, but at the expense of higher cost.

I like the bagged auto empty system because it simplifies dirt disposal and eliminates allergen exposure.

About the author: Garrick, the visionary behind Cordless Vacuum Guide, brings over a decade of hands-on expertise in cordless vacuum testing to his insightful reviews showcased on this platform. Beyond his passion for empowering consumers with informed choices, he cherishes precious moments with his family, exploring global cuisines and exploring different horizons with his beloved wife and son. Follow him on Youtube, Tiktok, Facebook, and Instagram.