It depends on what you need. If the shooter has a tendency to see starburst instead a round dot, getting a model that offers shaped dot reticles helps. Reason being the dot is emitted through a filter that blocks off the part of the dot that flares. If your shooters have perfect eyes you don't need that.
You may want long battery life or solar power.
Low light performance? Models with clearer lenses are available but not from every maker. Aimpoint for instance is disappointing for round dots and low light clarity.
Best bang for buck for a range toy is Bushnell TRS25. Best value if you want the features mentioned above is Holosun. There are other considerations and models made to serve different parts of the market.
