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Amazon recommend uploading epub2 rather than docx. It also gives expected results when later test purchased as mobi/azw/KF7, azw3/KF8 or kfx, depending on registered Kindle. Obviously the models only supporting mobi/azw/KF7 give a poorer less compatible experience.
The download for Paperwhite 3 is essentially similar to epub2 on the Kobo, Nook, Sony or Binatone. Sometimes the images are more correctly sized on the Kindle Keyboard 3 in KF8 mode. Earlier KK3 firmware may only do KF7 format.
If it doesn't work on epub2 and the Amazon Kindle downloads from epub2, then an app framework and iOS and Android apps are better. A bit more than half of ebooks are read on phones and tablets, not dedicated ereaders. Only a fraction of phone/tablet App users have the Kindle App installed, though Kindle formats are maybe about 90% of English language ebook sales.
Apps are more widely used and can run on Amazon Fire and a tiny number of eInk models with the Playstore. Though some Apps are unusable on eInk.
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