There are dozens of new e-readers that come out every year and it can be quite daunting to decide what your next purchase will be. Do you decide to go with a trusted brand name, such as the Amazon Kindle or Kobo? Or, something from an independant company with a strong track record, like Onyx Boox, Boyue or Pocketbook?
The first thing you need to know about choosing a new e-reader are the features you want. Do you want something that runs Android and can install apps? If so, the Onyx Boox Poke 3 or Boyue Likebook P6 are great devices.
Do you want something that has a color E INK display? The technology is currently on gen 2 and there have been dramatic improvements. I suggest taking a look at the Onyx Boox Nova 3 Color, which also doubles as digital note taking device. The Pocketbook Inkpad Color is also top of the line, although this is running Linux and you cannot install apps on it.
If you want something that is great for new users, who want a great shopping experience and don't really care about color E INK or apps, the Kobo Libra or Kobo Forma are truly excellent. They have the 2nd best bookstore in the world, next to Amazon. You can borrow library books via Overdrive or read blog posts with Pocket.