How independent bookstores reclaim their space in the world of Amazon

When Amazon burst onto the scene in 1995, it sold only books, claiming to be “Earth’s Biggest Bookstore.” The advent of Amazon was thought to have been a death sentence for your friendly neighborhood bookshop. But it wasn’t. Some indie shops have even thrived in the digital age. Bookselling is vital to Amazon’s legacy, but independent bookstores won’t go down without a fight.

Neighborhood shops have carved out a new space for themselves by leaning into strengths the international giant can never replicate: closeness, a sense of community and their own unique form of e-commerce. To independent bookstores, community is everything—even, and especially, after the pandemic shuttered storefronts. Here, we’ll dig deeper into how indie shops have managed to keep customer connections strong throughout Amazon’s digital era.

Nockels welcomes a customer into Commonplace Oklahoma City, whose slogan is “A Common love for books and people.” (Source)

“Independent and local businesses thrive because people love the lifestyle of it. It’s a human exchange,” Nockels said. Once the pandemic hit and Commonplace’s doors closed temporarily, they swiftly moved some of their commerce online and offered delivery and pickup options. But as soon as the doors opened again, in-store sales at both of Commonplace’s locations went right back up. Younger generations, especially, research online before they make an in-store purchase. Offering both will serve small communities well.

Regardless of a shopper’s affinity for the in-store experience, e-commerce is a sure way forward for all retailers, not just bookstores. Amazon may already (and in some cases, always) have the upper hand online, but bookshop.org wants to capture a slice of it—and then give it back.

Bookshop.org wants to connect online shoppers with local shops, and it’s not not working

Indie shops refused to get #BoxedOut. A New York Times article cited the American Booksellers Association (ABA) in stating that “more than one independent bookstore has closed each week since the pandemic began.” Although businesses closing is not just a bookstore narrative but also a small-business narrative, some independent bookstores are fighting back by participating in ABA’s “Don’t Box Out Bookstores” campaign.

Brooklyn’s Greenlight Bookstore, pictured, is just one of New York’s campaign participants.(Source)

ABA launched “Don’t Box Out Bookstores” in October 2020. The campaign’s launch coincided with Amazon Prime Day, signaling a direct message to consumers: they should buy their books at indies and not on Amazon. The campaign is an attempt at reclaiming the bookstore experience, especially after the pandemic moved much of their business online (and, in many cases, to Amazon.) In an interview with ABC, ABA CEO Allison Hill said, “We're hoping that people will understand the juxtaposition and support their local stores.”

The ability to offer a human experience has never been truer or more important for independent bookstores. And when COVID-19 shuttered physical doors, many indie shops moved online—not to gain new customers, but to keep connecting with their existing ones.

The online presence of the Oklahoma bookstore Commonplace was, like other small businesses, bolstered by COVID-19. After it became clear that the pandemic would be a winding road for small businesses, Commonplace launched an online presence, with connection at its heart. “I didn’t look for a way to sell books, I looked for a way that we could connect with our community in a way that we connected with them every day prior,” Nockels said. Independent bookstores are known for being a “home away from home” for their patrons, so an online presence should reflect that with livestream readings and increased social media updates.

Even when bookstores can fully reenter the world of physical experiences, digital adoption is key. Seventy-five percent of global consumers “said they would be interested in using an app on their phone to research a product before a purchase is made in-store,” according to Wirecard. That doesn’t mean each bookstore needs its own app; simply directing a customer to a store’s website or social media channels will do. Retailers can even take advantage of QR codes to direct customers to a certain book review, for example.

For patrons looking to grab the latest bestseller, Amazon may be the answer. For those looking for community, an indie bookstore will always win. It isn’t a story of reinvention—it’s a story of reclamation. Independent bookstores are simply holding their stake in a place that was never Amazon’s to begin with.

“There’s nothing new about modern advancements,” Nockels said. “The printing press was once the ‘big bad wolf,’ and books have stood the test of time.” To him, Amazon isn’t the big bad wolf; it’s just one wolf in the ongoing forest of digital innovation. "The printed word is powerful, and a technological advancement cannot replace it."

In an interview with The Washington Post, Justin Moore, general manager at Uncle Bobbie’s, in Philadelphia, said, “You can always get the books cheaper on Amazon, faster on Amazon. Customers are going out of their way to not only purchase books from independent bookstores themselves, but to encourage their friends and colleagues to do it as well. It’s been very much a community-led initiative,” further proving that indie shops are where consumers go for more than just a book.

A differentiated retail experience includes extending your customer’s experience outside of your physical store—and the products you sell. When you visit an indie bookstore, the interaction isn’t transactional. For many, it’s transformational. You can get to know the shop dog, snag a front-row seat at a poetry slam and meet your favorite author at an impromptu pop-up. Indie bookstores can offer a safe space for LGBTQ youth and a go-to spot for book clubs to meet.

Independent bookstores are an escape, even online—and that customer-first mindset is something we can get behind.