Andy Hunter decided something needed to be done about the endless rise of Amazon in 2018—the year that the e-commerce giant surpassed 50% of book sales in the U.S. market. “I was concerned at that rate of growth,” says founder and CEO of Bookshop.org. Hunter did a back of a napkin projection and figured that by 2025, Amazon would have secured an 80% share of the U.S. market.
That worried Hunter, who had long worked in the publishing industry, especially when paired with stats showing half of all independent, local bookshops in the country went out of business at the same time as Amazon became ascendant. “I felt very strongly that books are too important to our culture to give complete control of them to a single monopolist-like retailer,” says Hunter.
The vision was what would become Bookshop.org, which is now launching an e-book initiative, enabling its users to download digital books. But whatever the tech, the mission has been the same: supporting local bookstores by allowing them to keep most, if not all, the revenue from book sales made through the website, while giving them a digital storefront at a time when customers do more and more shopping online. (Bookshop.org makes its money through direct sales, where it gets 20% of a book’s value; affiliate sales for other companies, where it gets 10%; and advertising from publishers.)
Hunter began building the site in mid-2019, and launched it on January 28, 2020, with a small team of four people. At the time, he was working two day jobs, alongside Bookshop.org as a side project. It was a big gamble—but one that paid off. Within the first month, the site sold $50,000 of books. “I considered that a success, but we didn’t know if it was going to work,” he admits. “We only had eight months of cash runway before we would run out of money and disappear.”
While many businesses were negatively impacted by the pandemic, Bookshop.org benefitted from the world moving online. Within the first six weeks of COVID-19, the company onboarded 1,200 bookstores, and fielded interest from the U.K.’s Booksellers Association—resulting in the company launching in the U.K. in November 2020, ahead of the holiday season there. “We launched right into peak trading season,” says Nicole Vanderbilt, a former Etsy executive who led the U.K. arm of Bookshop.org. “It was an immediate success.”
The platform has continued its growth in the five years since, embedding itself into the industry in a way that surprises even Hunter. Global revenue in December 2024 hit $8.6 million, $7.5 million of which was from the United States. Hunter believes it’s the personalized touch, and the knowledge that each purchase supports independent bookstores, that has helped the company succeed.
“We aren’t cheaper than Amazon and we’re not faster,” he says. While the company tries to remain competitive on price and delivery time, it can’t possibly compete with Amazon’s infrastructure or scale. “Ultimately, the only reason you would ever buy a book from Bookshop or from one of our stores is because of your values, because you appreciate it culturally,” he says. “That’s why we’ve succeeded: because there are enough of those people who have shared the values that we have.”
So far, Bookshop.org has competed with Amazon only on physical book sales. But from today, it’s taking the fight to the tech giant with e-book sales, too. The company has developed its own e-book platform, accessible through a web browser or downloadable app for Apple and Android, designed to compete with Kindle, allowing shoppers to buy digital versions of their favorite books from independents. “It cost us about $2 million and took about nine months longer than we thought it would,” says Hunter.
That outlay isn’t all that significant for big tech firms, but it was for Bookshop.org, the CEO explains. Yet it was a necessary decision to remain competitive. “E-books are about 15 to 20% of all books sold, and right now you can’t buy them from your local bookshop,” he says, pointing to a European vacation he took with his children last summer where they wanted to read on e-readers, but were forced into big tech’s grasp to do so. Audiobooks will also soon be released in the U.K. later this year, Hunter says—another attempt to maintain feature parity with Amazon.
The next five years of Bookshop.org will see the company pursue further digital options for customers, Hunter says—attempting to eke further into Amazon’s market share and to slow its spread as the dominant entity in the market. After all, that was the founding principle that motivated Hunter to set up his company: to stop Amazon reaching that forecast 80% share by 2025.
“We are eating into it,” he says. “I know we’ve eaten into it. But the analogy is that we’ve stolen a crumb from the giant’s mouth.” Nearly four in five Bookshop.org customers say they used to buy books on Amazon, according to the company’s own surveys—meaning there’s an untapped market that can be tackled even further.
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