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Just to add my 2 cents: Until a few months ago Kobo often turned out to be cheapest and I stopped comparing prices. That has changed and now I compare prices for each and every book and buy more at Amazon.com (I look at Google Play, but I still haven't figured out if I get an actual copy of the book on my hard drive to be sideloaded).
I don't know whether Kobo went up, or Amazon down; I take things as they come.
So, because of the prices (and because the Kobo Contest coupons are nowadays only valid in US, UK and Aus) Kobo is losing out as far as this customer is concerned. I assume they have their strategies well thought out so I don't think they really care.
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