I think many ebook readers use the user-defined font, ignoring the creator's directives.
I'm partial to serif typefaces in this case, they're easier to read. Whatever you pick it should have a good x-height, a decent width and proper kerning. Avoid free fonts from these sites with thousands of fonts, they often lack the bold and italic styles—fundamental for the body of text—and worst: they're badly kerned, if kerned at all.
If the kerning is bad you'll have to put considerable effort into formatting and correcting it at the risk of having a text that is straining to read.
With these considerations in mind, you can get started here:
Personally I think that depends on what genre you're writing and who you're writing for. If it's first person I go with something that looks a little hand written, like Segoe, Gabriola, Comic Sans. Basically I try to have the font match the story in some way.
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