With a large appliance, I suggest researching it to find the best quality for the best price. One of my favorite websites for such research is Consumer Reports. They buy everything they test, so they are not biased by gifts. They don't accept advertising, so they're not biased by advertisers. They rate products for various characteristics such as: noise level, energy efficiency, price, etc. Then they will tell you their choices with the highest combined ratings. They will even tell you where you can purchase the item. There are other consumer watch sites. Just be sure they don't have a hidden agenda such as promoting their own product.
When choosing a water heater you want to reduce heating cost and increase home comfort.Usually 82% efficiency which means 50% less water heating costs. Your house will be cleaner and healthier due to low emissions, which is the CO and NOx emissions