Buying an e-reader has become more complex, with several solid options, both in E Ink and tablet-like lines. So how do you choose? That’s where a brand-new, just-launched-yesterday website called Reader Rocket wants to come in.

The site is simple. Put two different e-readers head-to-head, and see which one comes out on top. I sat around and tried a lot of different combinations, and basically I agree with their conclusions. They use a variety of criteria including size of bookstore, overall reviews, features, price and battery life.

They give you a detailed report, showing their conclusions, advantages of each and other options to consider.

I like their advantages of each. It takes into account that customers have different needs and that their general recommendation might not be right for everyone.

I also like that you can compare not-like items, allowing you to run a head-to-head between an E Ink device and a tablet. Lots of the buying guides out there only compare like items, but frequently I see people asking the question, “Should I get a Paperwhite or a Fire?” In case you were wondering, Reader Rocket recommends a Paperwhite, but scrolling down to the Advantages section can give a novice a good overview of one type versus the other, and I think that’s valuable information.

If I had to come up with a downside to the site, it’s this: It’s difficult to come up with any comparison with a Kindle product where the Kindle isn’t the winner. I tried lots of combinations, and the only one where I could force Amazon to lose was Nook Simple Touch vs. Kindle Touch. Before the conspiracy theorists come out of the woodwork, Kindle products do often review better than the competition, so it wasn’t a surprising discovery. I’d suggest paying close attention to the Advantages section when comparing anything to a Kindle, so you can make the right decision for you.