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Each year, bibliophiles flock to their beloved local bookstores for Independent Bookstore Day — and whether they are aware or not, they are also partaking in an ongoing contest between independent bookshops and the retail titan Amazon.

Established 12 years ago, Independent Bookstore Day was launched to advocate for small enterprises, similar to how Record Store Day supports music retailers. This annual event, occurring on the final Saturday of April, now features participation from over 1,600 bookstores and online vendors nationwide. Supported by the American Booksellers Association (ABA), the 2024 celebration experienced unprecedented online engagement, driven by a spike in book purchases.

However, just as independent bookstores geared up for the significant day, Amazon unveiled its own multi-day book sale, scheduled from April 23–28. This promotion provided substantial discounts on both printed books and the increasingly favored e-books, provoking backlash from various members of the literary community.

Creators from BookTok and other readers quickly highlighted the timing, accusing Amazon of attempting to divert sales from local stores through aggressive pricing strategies. Numerous individuals encouraged readers to boycott Amazon’s sale and instead back independent bookstores. In a statement to Fast Company, Amazon refuted any malicious intent, asserting that the timing of the sale was selected to engage more international markets.

Regardless of Amazon’s claims, numerous supporters of bookstores remain doubtful. After all, Amazon’s empire was originally founded on book sales, and it continues to reign over the market today. However, purchasing online does not necessarily mean buying from Amazon — venues like Bookshop.org, IndieBound.org, and ThriftBooks provide alternatives that bolster independent sellers. Moreover, the rise in popularity of library-connected e-book applications like Libby and OverDrive has increased, particularly since the pandemic.

As Amazon expands into almost every sector — from healthcare to artificial intelligence — it persistently invests heavily in its book industry, even testing the waters with brick-and-mortar bookstores. Presently, Amazon commands more than 80% of the book sales market. In 2024, the ABA attempted to join a Federal Trade Commission antitrust probe into Amazon’s operations, contending that the company wields monopoly power over book sales. The request was ultimately declined.

Nonetheless, independent bookstores are not retreating. Over the past four years, the number of indie shops has nearly doubled, as readers increasingly pursue community-focused spaces and curated offerings. Online movements have rallied in support of local bookstores, especially those that are Black- or LGBTQ-owned, unionized, or dedicated to diverse and censored literature. Concurrently, a revitalized appreciation for public libraries and a growing anti-capitalist sentiment have provided readers with alternative solutions for accessing books during turbulent economic times.

Owing in part to BookTok and its impactful creators, reading has regained its status as a trend. With the backing of these online communities, independent bookstores are demonstrating that they are more than equipped to contend with the industry’s largest player — and triumphed.

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