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I think the Kindles have more and better features to assist while you read and the Kobo has more ways to customize your reading. I have both and I like both but I usually read with the Kindle, mostly because I prefer Amazon's store to Kobo's store.
Also the Kindle has fewer bugs. So many things work well MOST of the time in the Kobo but sometimes don't work. And a lot of the features only work with books bought from Kobo, such as the font controls. Line spacing, boldness, etc. are adjustable sometimes with sideloaded books but mostly they aren't.
I don't use most of the Kindle's extra features. I don't use X-Ray anymore, since they "improved" it and made it less useful as a character list. Now I do that with text search on both the Kindle and the Kobo. Word Wise doesn't really interest me.
The screen on the Kindle is better but my Kobo's are a bit older. However, the screen on my Paperwhite 1 is better than the screen on my Kobo Glo or my Kobo Aura. Still, the Kobo screens are very good, good enough that these differences don't matter while reading, just while comparing.
I think Kindle is a big winner in the store. For the device itself it just depends on your tastes. They're both excellent.
Barry
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