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You're not locked into the store that's associated with the device. You can get non-DRM'd ebooks from several places, and those can be read or converted-and-read on any of the ereaders. And you can use DRM'd books from several stores on the non-Kindle devices (which ones & which stores varies.)
If you're willing to go to the hassle of removing DRM from your purchases, you can read any ebook sold today on any device sold today. Mobileread's policies forbid giving out exact details, but we can mention that there are some third-party plugins for Calibre, based on Apprentice Alf's work, that can help you with this.
If you plan on mostly reading books purchased through the device's store, you need to consider what those stores have available. If you're very interested in classics, or indie-published ebooks, or free promo ebooks, or converting your own documents, the store is much less important, and you should consider the other features: filetype support, battery life, internal storage, and so on.
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