One of my co-workers worked as an engineer for an auto battery supplier for over 25 years. Here's a little FYI I've learned from him.
Virtually all auto batteries are made by one of three manufacturers: Johnson Controls, Exide, or East Penn. Johnson Controls and Exide are virtually identical in how they make batteries and where their materials come from (which is US and "global"). I forget the nitty gritty details, but East Penn has some slightly different manufacturing processes, and usually uses all domestic materials. In general, that normally amounts to East Penn batteries being slightly better quality. The recommendation from my coworker is to basically get an East Penn if you can, but don't fret about it if you can't, and don't pay significantly more money for it. In my experience, they're getting harder and harder to find.
This also means that there's no difference between the different store brands. Interstate, Autozone Duralast, Advance Autocraft, O'reilly Superstart, Walmart Everstart, etc. are all the EXACT same battery if Johnson Controls is the manufacturer, or Exide, etc. And in recent years, I've noticed stores having both manufacturers make the same battery. In other words, an Autozone on one side of town having a Johnson Controls Duralast Gold, while a store on the other side of town having one made by Exide.
One other tidbit no one tells you: of batteries with the same CCA, there's no difference at all between the "silver", "gold", "platinum", etc. lines of batteries. They're exactly the same. The extra money you spend on the "premium" battery is simply a longer warranty. The exception of course is an AGM battery, which is made entirely differently. Just how much better they are is difficult to determine.
So, in my opinion, knowing all this narrows the decision making process significantly. If you want the "best" battery, buy an East Penn battery. Otherwise, buy one from your favorite parts store, and decide on silver, gold, etc. based on much warranty you want.
One last note about finding East Penn batteries. Be careful on taking old internet advice regarding where you can buy East Penn batteries from. When I had to buy a couple batteries for my truck last year, lots of places online stated the Napa and certain O'reilly batteries were made by East Penn. After looking at the actual sticker on the battery in my local stores, it turned out that they weren't. So always check the label. In my search last year, I found very few places that actually have East Penn manufactured batteries.
I wound up with Duracell Platinum AGMs. These are (currently) made by East Penn. BatteriesPlus sell these, but I got mine from Sam's Club, which had them for about the same price as I could buy a standard battery from any of the auto stores. I think it was exactly $250 out the door including tax. So that was a no-brainer in my opinion.
I think the Sears batteries were also still East Penn, but I definitely am not buying anything from Sears that I may have to return under warranty at some point...