A battery is an electromotive force generator. Its output voltage and energy varies with load. Energy cells like the Ampsplus 3500 10A (a rewrapped Sanyo NCR18650GA) usually deliver more energy than higher discharge units like the Murata VTC6 at or near their maximum rating (at or near the max rating of the NCR18650GA which is noticeably less for the US18650VTC6). Given a constant discharge rate the output energy is ∫ V(I,C), being V the function of the output voltage of the cell at a given discharge rate for the delivered capacity C between maximum and minimum (cut-off) voltages.

Sorry if this sounds a tad confusing. I'd like to say, though, that usually running a cell near its specified maximum current ratings is stressful and so I'd prefer and choose a higher discharge rate cell once the square of our target average discharge rate meets or surpasses the square of the cell's maximum rate. In the case of the NCR18650GA this means I'd choose a higher discharge cell for average ratios higher than 7A.

Cheers ^:)