So, for example, here are some roughly Kindle-priced ereaders that I would probably try to find reviews for if I had to buy a new one:
https://www.energysistem.com/en/products/ereader
http://www.pocketbook-int.com/us/products/pocketbook-basic-lux
https://www.icarusreader.com/6%22e-readers/ICARUS-Illumina-E-reader-E654BK
https://store.inkbook.eu/shop/inkbook-prime/
http://www.spc-universe.com/libro-electronico-spc-dickens-light
But for most of them, I didn't even know that they existed.
Oh and that one. http://www.bookeen.com/shop/europe/index.php/cybook/muse/cybook-muse-light.html?___store=europe_en
But for now I have my kindle and I really hope that it continues to work because I can't afford a new ereader, lol.
The irony is, I found them by searching _Amazon_ for non-Kindle ereaders. x)