I prematurely replaced the battery given its age (3 years) w/ a Duralast from Autozone. Paid $220 +/- out the door, Autozone guy was nice enough to install it for me on their parking lot.
Called Kia and they asked for $350 so choice was obvious.
Shortly thereafter I brought the car in for annual service and the manager said the Duralast provides even more cold cranking power than Kia's OEM. It's actually larger than Kia's, as I recalled the Autozone guy had to adjust the mounting bracket to fit it in.