I'd buy it from a brick and mortar shop. I had really bad luck with quality control when I bought my Kindle 3 from Target. The first one I bought had some "dead pixels" where there was a permanent line near the bottom of the screen that was always black. The second had a sunken-in keyboard to the point that it made it difficult to press the keys.
The third kindle I got was thankfully free of hardware defects as far as I can tell, and is the one I'm currently using. Target customer service was fine through all the return processes and buying from a local brick and mortar got all this sorted out a lot faster than buying online.
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