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Funny you should ask; I had that same frustrating problem Friday when I went to authorize my new red Reader. With a little help from the Sony Support help page I finally got it authorized. Here's what you need to do (with your Reader connected to your computer of course): from the Sony eBook Store click on "my account" at the top center of any page then scroll down to the bottom where it says "My Authorized Devices" then click on "manage devices" which will take you to the page you need.
I hope that helps; good luck!
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