Sony Reader PRS-950 - Manual (Page 45)

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Notes
 To turn the [Reader Store Notifications] “On” or “Off”, go to
[Settings]  [General Settings]  [Reader Store
Notifications].
 When you close the [Reader Store Notifications] window,
your current recommendations will not be displayed the
next time you go to the [Home] menu. However, the
window will be displayed again when the Reader Store
sends you new recommendations.