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Kindle wins if your library is already in Amazon and you want the boring store. Kobo Clara-class devices win if you sideload EPUBs, use OverDrive/Libby in more regions, or you are tired of Amazon’s lock-in.
Store versus files
Kindle’s store is frictionless and a trap when you leave. Kobo plus Calibre is more work and more yours. If you only borrow US Kindle Unlimited, stay. If you live in EPUB, buy Kobo.
Hardware
Both have decent warm light in current Clara / Paperwhite generations. Waterproofing matters at a pool; it does not make the device a dive computer. Buttons versus touch is preference — try in a store if you can.
Who should skip a new reader
Skip it if your phone already works and you do not read in bed long enough for eye strain. Skip a luxury Kindle if you mainly read PDFs — phones and tablets still win there.
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