Amazon’s Expands Reach Through Indie Bookstores

Image representing Amazon Kindle as depicted i...

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Amazon has introduced a new program that comes as an empowerment for independent bookstores and other retailers to sell Kindle devices and accessories, and earn money while doing so. In addition to a discount on purchasing Kindles and Kindle accessories for resale, retailers will have the option of receiving 10% of every Kindle book purchased on Kindle devices sold by the bookstore for the first two years after a customer buys a device.

“We believe that retailers, online or offline, small or large, should be striving to offer customers what they want—and many customers want to read both digital and print books,” said Russ Grandinetti, Vice President, Amazon Kindle. “For many years, bookstores have successfully sold print books on Amazon—now Amazon Source extends this opportunity to digital. With Amazon Source, customers don’t have to choose between e-books and their favorite neighborhood bookstore—they can have both.”

While this seems a “natural fit”, some analysts view it as a suicidal pill. On one hand, while encouraging indie booksellers to expand their selection to include Kindle devices for their customers, the same device could cause them to lose their competitive advantage as an independent brick-and-mortar bookstore.
 
However, not all booksellers deem it as such. Jason Bailey, Co-Owner of JJ Books, Bothell, WA, said, “Teaming up with Amazon to bridge the move to electronic books will help us find a means of long-term viability for our independent bookstore. Kindle will help us bridge the evolution of the bookstore into the Internet age.”

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