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Prof is correct, you need to be a little bit more picky. Look at my questions below and see if you can't get a little bit more picky about the reader:
1) How low is low? The basic kindle is one of the cheapest available
2) Do you want touch screen or keyboard?
3) Is the availability of low cost books ($3 and under) important?
4) Do you care about exclusives? Amazon will frequently sign exclusive deals with some authors making their books only available on amazon's site. Most books are available on both Amazon, Barns and Nobels and Sony.
5) How about a front side light? this is important for people that read in bed and turn out the light so their husband/wife or can sleep while they read a bit. Amazon, B&N and Kobo all have front side lights (I am not aware of Sony having one as well).
6) How about the ability to read the industry standard file format? That's epub and Kindle's use a different format, you can translate to that format with Calibre and a lot of book stores will offer books in that format as well.
7) How about customer service? Amazon is known for that.
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