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Several factors:
1) Hardware specs of the eReaders. Kobo edges out of the Kindle in terms of hardware specs. Kobo has allows SD Cards, while Kindle does not.
2) Format support. Kobo supports CBR and CBZ for comics, while Kindle does not.
3) Pricing. Kobo seem to offer discounts on a frequent basis while Amazon does not.
4) Gift Cards. Unfortunately, Amazon do not offer retail gift cards in Canada, while you can easily get Kobo gift cards.
5) Bookstore. Amazon edges Kobo in their selections, but I can look to alternative sources like the Library.
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