The Sony Reader Store (ebookstore.sony.com) is probably the closest thing to an iTunes for ebooks that I've seen so far and it's built into the software for easy access (Windows/Mac)
The Reader Store has a reasonable (but by no means complete) selection of books, with most best sellers hovering around the $9.99 price point. Purchased books are automatically downloaded into the Reader Library and sync'd to a connected Sony Reader device.
Through the Reader Store in the Sony Reader Library software you also get integration with Google Book Search (which I'll cover in more detail in a future post) which provides convenient access to a vast array of free and public domain books that Google has been scanning
Go to the Sony Reader Library

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