Everyone’s talking about bookshop. Errr, now that everyone is almost done talking about American Dirt, the limits of representation, the perils of mis-marketing, and the lost opportunities of seven-figure advances, everyone is talking about Bookshop.

What’s Bookshop?

It’s the Amazon alternative founded by Andy Hunter (of Electric Literature, LitHub, and Catapult fame) to sustain and foster independent bookstores and their dedicated reader communities.

The Bookshop model offers readers Amazon-like convenience, but it disburses proceeds to independent booksellers and gives a 10-percent share of book sales to affiliate linkers—whether they’re independent bookstores, magazines, bloggers, or other members of the book-loving public.

Of course, Amazon is cheaper. It’s cheaper because it only offers affiliate linkers a 4.5-percent share of book sales and because, compared to Bookshop’s on-average 8-percent discount, Amazon book discounts are much, much deeper. In fact, its unsustainable discounts are a major reason Amazon drives competitors like local and independent bookstores out of business.

So, in this as in so many other cases, “cheaper” comes at a price. Committed to books? To weird and wonderful bookstores? Help them (and readers!) thrive by buying from and linking to Bookshop. Its transparent effort to support local independent bookstores may be a more expensive alternative, but anyone interested in and committed to fostering a lively and long-lived cultural conversation will benefit from its marketplace.