I think the reading experience on Kobo is better then on Kindle because the Kobo firmware has a lot more useful features. Plus Kobo works much better with Calibre as Kobo is not a closed environment as Kindle is. You can manage Collections an series on a Kobo using Calibre. Kindle, all you can do is just add/remove content. Collections have to be manged by hand on the Kindle. And there is no series management.
So overall, I'd say Kobo is better.
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