I have a kobo h2o libra and like it. I got it for the overdrive bit which I like the idea of (though don't use all that much) and when I did a small comparison, kobo store books were cheaper as well than kindle. I also didn't want to feel like I had to have prime to really benefit from it. It was also waterproof, with buttons, at a cheaper price point than the equivalent for Kindle (oasis I think) at the time. I do like the physical buttons.
Haven't tried kindle though!
Haven't tried kindle though!