They appear to be circular scratches from wiping with my microfibre cloth, I know all about particles on the lens and cloth but it shouldn't be happening.
Shine a light from a small torch on your lens and you'll be surprised.
Microfiber cloths shed, btw. When they get a few uses and age - they dry and get brittle. They are very soft fibers and get rough over time.
I clean mine under a light every time I take it off to take a break. I used a microfiber cloth ONCE and saw all these little scratches. I got freaked and grabbed a small glasses lens cloth I got from COSTCO. Turns out the scratches were just pieces of the microfiber cloth. Wiped clean away.
When you wipe your lenses, you are obviously wiping off smudges. Take your microfiber cloth and clean a mirror with it, spray the mirror and wipe. You'll be greeted with all these little hairline scratches that aren't scratches - the cloth sheds.
Double check with a different soft cloth like the one Sony gave you. I dont think that one is nearly soft enough or good enough so I stick to my Costco lens cloth I've had for years to clean my glasses.
Microfiber cloths are great for taking wax of off your car or wiping DRY surfaces but the second they get any kind of soil on them like oil from your face or wet from sweat or glass cleaner - they shed like mad leaving behind tiny hairs that look like scratches.
Believe me I wipe mine down constantly and I got nothing but a smooth surface when using the right cloth.
Most cloths used for Eyeglasses aren't microfiber specifically so they don't shed. They are a very soft, non-shed cloth safe for lens use.
Double check again using a different cloth.