When it comes to shopping for the best e-readers, the market is dominated by two brands: Amazon's Kindle and Rakuten's Kobo. Both offer comparable device lineups that cover a similar range of prices and capabilities.  But despite how similar they look at a glance, both brands offer different interfaces, browsers, and overall ecosystems that can be polarizing, which is why I offer a specific non-Kindle recommendation above.  Comparing the two, Kobo devices are overall less sleek. From their textured exteriors to their text-heavy menus, there's a lot more to take in with a Kobo device. If you'd like to break free from the minimalism of modern tech design, this may be a big plus for you.  Kindles, however, are streamlined to the point where some devices even have a flush-front screen with no bezel. The menus are designed to have as little visual clutter as possible. Between the two, it's a matter of taste — outside of visual touches the two otherwise offer the same general experience for readers.  It's rare to find that a specific title isn't available on either the Kindle or Kobo store. Both also have their own subscription services: Kindle Unlimited and Kobo Plus. You can even borrow books from your local library for free with either device.  The one major factor I suggest keeping in mind when choosing the best e-reader for you is Amazon Prime. If you're a member, you gain automatic access to a massive, rotating library of free titles that you can add to your Kindle e-reader or tablet — but these books aren't compatible with Kobo e-readers.