re: How do I choose an electric guitar amp?

Another option depending on your desire and setup would be an amp plugin.

Neural DSP is doing some great things. I was a non-believer but the Plini Archetype has been great for some low-volume/headphone tones while I learn things on Guitar Pro. If you're sitting in front of a computer or desk while playing a lot, give these a look.

I’d love to hear your comparison/contrast of the fractal vs kemper

It's been a while, but from what I remember with kemper were that I didn't care for the stock profiles, but the one from guys like Michael Britt were fantastic. The delays and reverbs were really good, but the drives were lacking. I would imagine they've gotten much better now though. I'm still in the learning curve with the Axe Fx, but I'm loving it so far. The amps and effects are all first class. It does get a little overwhelming with how much you can control everything, but I am learning more everyday. With the Axe fx, in my opinion you need a laptop because Axe Edit makes it much easier to operate. Both are great and would be happy either, but if I had to pick of stick with the Fractal .

Recently picked up a Vox AC-10, very happy with it. Great sound and takes pedals well.

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they live close and you crank it up. I bought mine used several years ago for 150 bucks.

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The amp he mentions is the winner to me. Be careful used though. Go through every tone that’s been set. The software that you used to change the tones is obsolete. You can still get it but it’s a bit labor intensive for someone with my PC ability. So you may get stuck with a 16 year olds amp chock full of only “punk tones”.

The modeling amps just keep you from going down the pedal wormhole. OP you may be a guitar player with tons of experience? But if you aren’t, like me, I can’t imagine trying to set up a bunch of new and used pedals and a board. Then getting a hum. And trying to track that down. The term “sound chain” intimidates me.

Do you live in a house or an apartment?

Apartment - probably some kind of modeling amp. I've had small solid state amps and they were so bad that they didn't inspire me to even play. Granted, this was the early 00's so I'm sure they have improved, but still.

House - go for a 5-20 watt tube amp. You can crank them a bit or use a pedal and they will sound good. Don't sleep on blackface/silverface Fender amps for rock. They have a reputation as purely clean amps, but they can also really grind if you can crank them, especially with the right speaker.

Go to a pawn shop and find an old combo amp, like a Fender or Peavy. Don't go 100W head and 4x12 cab until you are in a band and gigging.

You can use pedals for everything else.
My old Digitech RP2000 can make any amp sound amazing.

When you are ready, I am a tube guy all the way. My Marshall JCM900 is unfairly treated in reviews - it's a great amp.
It may not be a JCM800, but I didn't spend over $1k for it either ($550, used)

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Maybe one of the Fender Tonemasters. Check out Rhett Shulls channel he has a few videos on the subject.

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I was looking hard at these. Just to be the devil's advocate here is a video of pros and cons: LINK

I am in the wilderness with my tone right now so I am looking at options to upgrade amps. We run ears and mic amps so some of the solid states with DI are really appealing. I really want to just shut up and get a Helix, but I'd like to have an onstage monitor incase something happens.

The Quilter Aviator Cub looks like it may be a really solid option similar (but cheaper and maybe a little more versatile?) than the Tone Master.

So I ended up getting the Aviator Cub and holy hell this thing is awesome! If you are looking at an analog/solid state with a ton of versatility I’d definitely recommend. DI out is also a huge plus.