I keep my iPad locked on landscape so the rare times I've read a book on it, I've done that in landscape, too - it seems to work pretty well, but I've been reading in two-column layout, so it looks like a paper book in that sense, with two pages open next to each other.
I've never used my Kindles in landscape, but then I use the third or fourth text size (up from the smallest) so I don't have issues with the number of words on a line. If I needed a font several sizes larger than what I use, I think I might feel more comfortable with landscape, as I assume having just 2-3 words per line would become tedious pretty quickly otherwise.
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