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I buy Agency books--which are most of my purchases--from BN because I use a BN credit card that gives me a 5 percent rebate; also, until recently, going through Ebates gave me an additional discount.
For non-Agency books, I shop by price, factoring in any available coupons--usually I end up getting them at Kobo.
Amazon is a last resort. In the year that I've had my e-reader, I've purchased exactly four e-books from Amazon. Two were not available anywhere else (one later was issued in epub); two were deeply discounted deals at Amazon.
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