I switched from kindle paperwhite to kobo aura one, I just love the auro one design. I do prefer the kindle firmware a little little bit more, but the kobo firmware is great also.
I only buy epubs, but it was no problem to convert them to azw3 for my kindle in the past, I just like the aura one design, it's beautiful. If I could buy the kobo aura one with the kindle firmware it would go from 90% perfection to 100% perfection.
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