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If you can get the Sony free with a gift card, then that's a good choice. You may find purchasing from the Sony ebook store with your device is limiting ($$$ as well as choice), in which case you'll still be able to buy EPUB format books from many other vendors (everyone but Amazon) and can transfer them using your computer to your Sony using Adobe Digital Editions for DRM protected ebooks or directly if they aren't protected by DRM. The Sony also has the ability to borrow Overdrive public library books, which your local library or region might support.
I'd recommend against getting a Nook outside of the US, Barnes & Noble do not support their reader internationally and you won't be able to buy books from their store without jumping through a lot of hoops (faking IP address, US credit card, etc.).
As you mentioned, Amazon has the most comprehensive store, plus it's easy to use and often has the cheapest prices. This is the big plus for the Kindle, one click and ebooks from Amazon appear on your device. You could also put the Kindle app on your new iPad and sync and share books between the two devices.
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