IMO, the biggest reason to buy directly from Amazon is their 30 day return no questions asked policy. So you can use the device for a while, and if you find you don't really like it you can simply return it. This is true in the U.S. anyway, not sure about elsewhere.
The only other advantage I can think of (and it's fairly trivial) is that if you buy from Amazon, your reader will come pre-registered to your Amazon account.
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