More than any other time in Roundabout Books’ eight-year history, our customers are asking us to match the prices of books they see on Amazon. It may surprise you that I am heartened by these requests, as I think it is a sign of greater general awareness of the damage monopolistic companies like Amazon have on our communities and economy. More people are taking the time to research their products, reach out to local sources, and are making the effort to change their shopping habits. I’m thrilled to see it.
April is the month the nation celebrates independent bookstores across the country, and so I’d like to take this issue to explain why we can’t price-match books with Amazon. Amazon is a loss-leader, which means they sell a few products below cost (like books) so that consumers will buy everything else from them. In fact, most of the book prices you see on Amazon are lower than the wholesale cost for indie bookstores to bring them into our stores. There is no way for us to price-match those items, as we would be “paying you” to shop with us.
This business strategy employed by Amazon is harmful in many ways. It diminishes the conceived value of books so that consumers have a false idea of what a book is worth. It drives down the competition on a product, until there is no competition, at which time it raises prices again. It drives stores, employment, and revenue away from our local communities.
The wholesale price of a book is set by publishers for all retailers, out of which they pay authors, editors, publicists, a sales team, book designers, printers, and more. This cost acknowledges the value of the book, both as an artform and as a product.
The retail price of a book recognizes the cost it takes to sell that book in a brick-and-mortar store, which includes occupancy, insurance, compensation, merchant services, marketing, shelf space, shipping, supplies, repairs, and more.
I think both of those costs are valid, but the value of a bookstore, just like the value of a book, can far exceed the price printed on the cover. Independent bookstores are gathering spaces for our community. They host author events, book clubs, story times, community workshops, and more. They partner with our libraries and public schools and nonprofit programs on events and book fairs and book drives throughout the year. They try to donate to every student, school, nonprofit, and other community member that asks. They support local authors and other creators in the community. They keep tables and chairs open for your comfort while you browse the stacks and interact with the books, preserving forever the physical experience of interacting with books. They hire educated readers who love to talk books with you. They support and nurture the literary community and help build a sense of place by contributing to the unique vibrancy of our towns.
If keeping your favorite bookstore in the community is of value to you, then consider making the choice to shop with us whenever you can. Ask us questions about pricing, and what we can do for you or your group or business, ask us about shipping gifts, ask us about gift wrapping and gift cards and special requests. Ask us anything, because we are your neighbors who live and work where you do, and we want to meet your needs.
And why not start on Independent Bookstore Day? Independent Bookstore Day (Indie Bookstore Day) was established in 2013 to promote, celebrate and highlight the value of the independent bookstore community. The day has been observed on the last Saturday of April every year since 2013. This year, Indie Bookstore Day is Saturday, April 26, and there are over 1,200 stores participating across the country. Independent Bookstore Day is organized by the American Booksellers Association, a national not-for-profit trade organization that works with booksellers and industry partners to ensure the success and profitability of independently owned book retailers, and to assist in expanding the community of the book.
We are fortunate to have multiple indie bookstores in our Central Oregon Community – Dudley’s Bookshop Cafe in Bend, Herringbone Books in Redmond, Paulina Springs Books in Sisters, Sunriver Books & Music in Sunriver, and of course my own shop, Roundabout Books & Cafe in Bend.
Each of our stores is unique and we all celebrate Indie Bookstore Day in different ways. Roundabout Books is celebrating with our annual tote bag giveaway! The first 65 customers who spend $65 can purchase our limited edition IBD Tote, which we FILL with FREE books and fabulous goodies! Also, new this year, we are offering 20% off all Roundabout Books branded merchandise on Indie Bookstore Day.
We invite you to spend some time in the local indie bookstore of your choice on April 26 and discover why bookstores are important to this community.
This article appears in Source Weekly April 24, 2025.
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Will this woman EVER stop whining about Amazon? First, Amazon is not a monopoly. Second, books are not a loss leader for Amazon – the company makes money on every book it sells. The average wholesale price of a book is 55% less than the average retail price with the typical range between 40-60%. Looking at my Amazon wish list I don’t see any book at more than 40% off retail, a couple are 30% off retail, and the rest are all less than 20% off retail.