Pottermore itself is still saying that the Pottermore Shop (which will have both the e-books and audiobooks for download) opens in October when the site goes live.
As for the bundle with the Sony Reader, that should have been obvious, I'd have thought. One of the press releases (which I can't find now) hinted at it. There was a similar deal with the audiobooks when iTunes had the rights; they all came bundled on one of the iPods around the holidays.
ETA:
Found it!
Quote:
As the Pottermore Shop develops, it is intended that it should include
further products designed specifically for Harry Potter fans, offering a potential outlet for Sony
products and services related to Pottermore.
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That just screamed HP-themed ereader to me. *shrug*