From what I can tell, the Euro-competition with the Kindle is Bookeen's Cybook Gen3 ("La lecture en liberte" "Read in freedom").
http://www.bookeen.com/ebook/ebook-reading-device.aspx
I saw one (but it was fastened to its display mount, so I couldn't fondle it) a few days ago at a bookstore. Looks much the same, though it has a different set of features. Haven't seen anything to suggest how successful it's been.