I set the timezone, date/time automatically populated. Turning on brings the Kobo application. The home button (one of three "buttons" which are touch-sensetive areas in the bezel) takes you to Kobo home. A few icons on bottom of that screen (read, library, shop, reading life) - and "All Apps" to get to the expected Android home page (well I expect it, but I've never used Android I have iPhone/iPad. looks like a screen of start icons.)
Get Apps icon takes you to
http://kobo.getjar.com
Kindle app is not in that store (at least I couldn't find it). There are lots of free apps.
Now - does sideloading require an SD card as implied when you plug into your computer?