I have that same problem with the Kobo website on my T3. It's not the readers fault it's the changes that Kobo made to their website. That's why we can't find the sign in link. When I go to Kobo on my main PC the sign in link is in a drop down arrow on the right. When I go to their mobile browser on my iPhone it's in a drop down link on the left.
Kobo changed it. Right now you can't access the store on the Sony reader's browser. I suspect they're waiting for the Sony to Kobo transition then we can access it from a direct link.
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