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Various directors: Superheroes are all sexy heterosexual white rich kids who are geniuses and—

In the book industry, Amazon is Goliath, the giant who overshadows everyone else. But there’s a new David on the scene, Bookshop.org.

It doesn’t expect to topple the giant, but it has launched a weapon that could make Amazon’s shadow a little smaller, and help local bookstores fight back.

Bookshop.org, a website that went live at the end of January and is still in beta mode, is designed to be an alternative to Amazon, and to generate income for independent bookstores. And, perhaps more importantly, it seeks to give book reviewers, bloggers and publications who rely on affiliate income from “Buy now” links to Amazon a different option.

Profit from books sold through Bookshop will be split three ways, with 10% of the sale price going into a pool that will be divided among participating bookstores, 10% going to the publication that triggered the sale by linking to Bookshop.org, and 10% going to Bookshop.org to support its operations.

with every purchase, they tell you how much you’re putting toward independent booksellers, which is fun and cute:

it’s also amazing for authors! i’ve been asked a couple times about the best way to support my books. this site is now the answer. it reports sales figures to the NYT and Bookscan, a type of tracking that helps authors hit bestseller lists. and even better, authors can set up affiliate pages, and if you buy through those pages, we get an additional 10 percent of each sale on top of royalties. this is a massive deal!!!

for reference, many royalty rates are in the 6-8 percent range. so if you buy through Bookshop author affiliate pages, authors get more than twice as much from sales of their books, with no additional cost to you.

the site is still in beta, but it also has a fun interface where you can make book lists for favorites or recommendations, sort of like goodreads (except better, because goodreads is owned by amazon).