It’s the content.

Rakuten Kobo’s Clara HD e-reader ($130 from Rakuten Kobo) costs $10 less than its main competitor, the ad-free version of the Kindle Paperwhite (reviewed here and available, of course, from Amazon). The casual observer could be forgiven for mistaking one for the other, as they share similar dimensions and the same display size.

But Kobo’s done something with the Clara HD that Amazon hasn’t bothered to do with its Kindle Paperwhite in some time: innovate. Boasting a number of needful features that the current generation Paperwhite can’t match, the Clara HD is a superior device in almost every way.
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https://www.pcworld.com/article/3287644/rakuten-kobo-clara-hd-e-reader-review.html