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It's easier on the eyes, and much better if you are trying to read in daylight. The Kindle Paperwhite screen is far easier to see in bright settings such as outdoors. Here are the reasons listed on Amazon's site:
"No screen glare in bright sunlight
Read with one hand—over 30% lighter than iPad mini
Battery lasts weeks, not hours
Next-gen built-in light—read without eyestrain"