I haven't bought a book there in a long time... Kobobooks is usually less expensive (eg Andromeda Strain by Michael Crichton is 11.99 at Sony, 9.99 at Kobo) . Also in the Kobo forum, you find a thread about coupon codes which are how Kobo discounts non-agency books. They are very helpfully listed out by members that have received them by email and by changing the country component of the code (replacing "ca" with "au" etc.) you can buy multiple books with the special discount.
You can't load them directly to the Sony but download to ADE on your computer and then onto the Sony reader. They regularly have 20-30-40% off (non-agency only, so same as any other bookstore). My other alternates are booksonboard and dieselebooks. If you use Calibre, you will find there's an icon on the toolbar that allows you to select multiple stores and verify which one has the best price for a specific book.
All that to say that having had a Sony reader for many years, and despite having replaced my old prs505 with a T1, I don't use their store any more even though I love their hardware...
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