To whom do I burn incense?

Hi! So as an aspiring Pure Land Buddhist (aspiring Buddhist in general), I have this question. Do I burn incense to Śakjamuni, Amitabha or my beloved Kuan Yin? I'm asking because to my understanding this Dharma gate is an 'easy way', so maybe not Śakjamuni... Also, as a devotee of Kuan Yin, should I aspire to be reborn in her pure land? Or still in THE Pure Land? Help a sister out!