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You can convert Amazon format to epub and vice-versa very easily. It's trivial.
If you want the choice of more ways to format the screen (fonts, margins, etc), get a Kobo.
Amazon has the better customer support.
That's about it.
If you're willing to buy used / refurbed, you can get a Sony T2 cheap on ebay. The old Nook Simple Touch (non-lit) is also a good device, if you can find one. Other options do exist but they mean shipping from far away (presumably you are in the USA), which effectively removes them as options for most buyers.
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