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Google's UI isn't that good, terrible actually. But they offer cheapest prices for Adobe ePubs. Kobo is cheaper with a coupon, but without one Google usually matches Amazon's price.
That said, I buy many self-published books from Amazon as they are not sold anywhere else; but otherwise I go to the Google. That has nothing to do with company loyalty, Google is the only ebook store that pays taxes at where I am. When I buy from Amazon, I sometimes pay taxes to the USA, that is nonsensical as far as I am concerned.
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