That's a pretty broad and tough question. Here's just one man's opinion:
Because every human ear is different- the bones in them that vibrate, the size of the chamber, the thickness of skin and bones around the ear- etc. etc. your listening experience will be different than the next guys even in the same room with the same gear.
That being said - for me anyway, I like established brands that have decades of R&D, proven history of high quality, and committed engineers and staff as my starting point. ARC, Bryston, Luxman, Manley, Pass and the like have a hard won lineage vs. "the latest thing". Fine audio is not like women's fashion. It must endure for a very long time and perform flawlessly and in a pleasing way.
Brick and mortar stores are almost gone. So you should join an audio club- listen to enthusiasts rigs and decide what makes you happy. As questions, and have fun with the search.
The better retailers will ship you a unit on approval. If you don't like it send it back.