FounderAndy Hunter is an online book marketplace launched in January 2020. Its stated mission is "to financially support local, independent bookstores."[1]

Bookshop, Inc., a privately held company, has been certified as a B Corporation.

History was founded by publisher Andy Hunter, who had previously co-founded Literary Hub and Electric Literature. It is a collaboration between Hunter and the American Booksellers Association.

On November 2, 2020 opened a branch in the United Kingdom in partnership with wholesaler Gardners Books, which runs a similar profit sharing program with independent bookshops in that country.[2]

Model, operating on an affiliate marketing model, receives and fulfills orders for independent booksellers through its online storefront and returns a set portion of profits to the bookseller. lets authors, publishers, and reviewers also sign up as affiliates.[3], conceived as a response to Amazon's industry dominance, has set the goal of claiming 1% of the $3.1 billion in United States book sales handled by Amazon as of late 2019. Its strategy is to offer an online storefront with the accessibility and convenience of Amazon and, by convincing media outlets that review and advertise books to link to instead, intercept potential Amazon customers.[3]


At launch, some independent booksellers and independent publishers expressed concern that is, rather than benefiting them, a new long-term competitor in the publishing ecosystem.[4]

Since launch, the site has earned over $26 million for local stores and support has grown. In 2023, has replaced IndieBound as the American Booksellers Association official platform for supporting independent, local bookstores when linking to books online. [5]

It has been estimated that sales through may be 13–20% less profitable than if customers bought directly from an independent bookstore, but the stores do not have the overhead costs of fulfilling the orders themselves.[6]


  1. ^ "About". Retrieved April 23, 2021.
  2. ^ Flood, Alison (November 2, 2020). "'This is revolutionary': new online bookshop unites indies to rival Amazon". The Guardian. ISSN 0261-3077.
  3. ^ a b Lyons, Gila (December 11, 2019). "An Indie Alternative to Amazon?". Poets & Writers. Retrieved March 29, 2020.
  4. ^ Alter, Alexandra (June 16, 2020). "Bookstores Are Struggling. Is a New E-Commerce Site the Answer?". The New York Times. ISSN 0362-4331. Retrieved April 23, 2021.
  5. ^ Nawotka, Ed (February 6, 2023). " to Take Over Sales for". Publishers Weekly.
  6. ^ "Why is not the saviour the book world needs". Retrieved April 23, 2021.

Further reading