When shopping for dies the first place to look is at your PRESS. Some dies are optimized for that brand of press. If you are loading in a "single-stage" press, then you'll have a wider selection of dies to choose from. If you are loading in a "progressive" press, then you'll need to fully understand the operation of your press.
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Lee dies are good quality,
basic dies. They will have the best value, but few features and frills. They'll build high quality ammo and work very well in Lee presses, but may show signs of rust if your reloading setup is in the garage or outdoor shed.
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RCBS is the next step up. Basic, but with a few added features.
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Hornady is a great die and they are fully loaded with features. These are the lowest cost dies with interchangeable bullet seating anvils. This can be a decided advantage in handgun reloading, but not such a big deal for rifle reloading.
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Redding is considered the top of the food chain in dies. They are not only feature-rich, but they are
works of art as far as metal crafting and precision goes. Redding sells their dies as sets, or individually. Sometimes I will buy their individual die to replace a lack luster die provided in a set from another brand.
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Dillon also makes top of the line die sets, but because their presses incorporate a slightly different process, you may not get all the dies you need if you want to use them in another brand of press. Conversely, if you want to use a Lee, Hornady or Redding die set in a Dillon press, then you will typically
not be using all the dies within that set.
Bottom line... to guide you to a good die set we'd first need to know the press you intend to use them in. For rifle I would guide you to a good quality single-stage,
new or used. [See
THIS article on why used might be the best solution.] Progressive presses only "shine" when you reload for handgun. If you intend to reload for both, then I suggest one of the half-way presses, like a Lee
Cast Turret or a Dillon
550. These presses offer enough flexibility to be used either way.
Hope this helps.