Water Heaters - Recommendations for new water heater

I am looking for recommendations for a new water heater. Would like one step below the best. I don't even know what to look for.

Thanks.

You didn't mention gas or electric. Some well-respected brands are Rheem/Ruud/GE; A.O. Smith.

All brands have a good/better/best selection. Differences are usually BTU, warranty, and possibly some bells and whistles like "self-cleaning".

Is the warranty 'really' important? It not like a microwave at Sears and they ask do you want the 3 year warranty.

Does H Depot and Lowes price compare with a plumbing supply store?

Thanks.

Not quite like Sears. The units come with a warranty. It may be parts, one year and tank, ten years or some other combinations. Guess it's only important if it quits working. You also have to look and see how the warranty is managed. Some brands insist on a factory rep looking at it before work is done. Some require a certain company to do the work. Look at the energy efficiency tag (yellow) on the side of the tank. It gives you info on how much you should expect to pay a year for whatever the power source is (gas/electric). Some major companies make models that go by different names (just as Kenmore does not MAKE any appliances). Good luck.