Amazon routinely takes a loss on its book sales, often charging customers less per book than it pays publishers, and swallowing the difference. This makes it almost impossible for indie booksellers to compete, even more so during the pandemic.
To help local bookshops stay in business, we teamed with The American Booksellers Association to launch this coordinated attack against Amazon all across America on Amazon Prime Day.
Bookstores from coast to coast turned their storefronts into store-sized billboards, making it look like they’d been “boxed out" by the retail juggernaut.
It worked! Lines stretched down the block (even at the height of Covid) and people took to Instagram and Twitter to show off the messages, and the books they bought.
Big thanks to the DCX team for the chance to do work on something for people who don’t suck.
