Burton's No. 31 Richard Childress Racing Chevrolet crossed the finish line 0.411 seconds ahead of Kenseth.
It was his second career victory at the Texas Motor Speedway. Burton won for the first this season to get his 19th "Cup" victory.
"That was a lot of fun," he said. "Matt Kenseth is one heck of a race car driver. We were quite a bit faster than he was and hopped up on the outside and made it really tough."
Jimmie Johnson was knocked out of contention by a crash on lap 240.
In the points race, Gordon is first with 966, followed by Burton (938), Johnson (906), Kenseth (836) and Kyle Busch (804).