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You need to register the device to an account, and it sounds like what you did before was more of a generic product registration. Open the Sony library software, and on the left in the menu bar click "eBookstore." On the left corner of the main page (you're browsing the store through the library now), you'll see the store logo, and on the right of that there should be a login or sign in. Create an account there (it might just say sign in, but if you click it there will be a "Create an Account" option). It should prompt you at some point to add a device, but if it doesn't by the time you create your account, you can add your Reader by going to "My Account" in the eBookstore (via the library software) and going to "Manage Devices."
Hope this helps!
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