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| At Lemuria Books | |
Amazon's (four-day) Prime Day 2026 runs through today, June 26. The June dates marked a shift from July, which had been the timing for Prime Day since it began in 2015. Indie booksellers have been honing their anti-Prime Day promotional skills for a decade now, and the results are on display this week in Anti-Prime Day social media posts, including:
Brain Lair Books, South Bend, Ind.: "It's Anti-Prime Day! Bezos doesn't need your money. We do. Fuel readers, not billionaires. Skip Prime Days and shop Brain Lair Books!"
Harvard Book Store, Cambridge, Mass.: "10 Ways to Spend a Rainy Day at the Bookstore Instead of Scrolling Prime Day 'Deals.' Click bait title aside, June 23-26 has been deemed a pseudo holiday by an online behemoth. So as your landmark independent bookstore, we're here to remind everyone the ways shopping small has a big impact."
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| At Friendly City Books | |
Friendly City Books, Columbus, Miss.: "It's that time again, y'all! Here's your gentle request from FCB to please support local businesses.... We love being your bookstore and we want to CONTINUE being your bookstore! So... just think on it. Where you spend money matters. We hope you'll choose to support local."
Bold Coffee and Books, Portland, Ore.: "Anti-Prime Day Is Here! Support local, shop small. Support bookstores, not billionaires."
The Book Nook, Richmond, Va.: "You could buy books from Amazon. You could also buy gas station sushi. We wouldn't recommend either."
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| At the Spaniel's Tale | |
The Spaniel's Tale, Ottawa, Ont., Canada: "In the words of a wise customer: 'I'd rather eat glass than order it on Amazon.' Shop local."
Firestorm bookstore co-op, Asheville, N.C.: "Bring a book, take a book. Surveillance capitalism not required!"
Serendipity Books, Chelsea, Mich.: "WE DON'T WANNA HEAR IT! During this week's Am*zon Prime days and EVERY day thereafter, we encourage you to support independent, local bookstores and businesses. Because great value isn't only measured in speed and discounts! Every purchase at an indie bookstore like Serendipity does more than fill your shelves."
Lemuria Bookstore, Jackson, Miss.: "REAL book recommendations from REAL booksellers!! Today (and everyday) is a great reminder to support businesses that support YOU!"
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| At Cranford Bookstore | |
The Cranford Bookstore, Cranford, N.J.: "We are a prime part of this community."
The Plot Twist Bookbar, Denton, Tex.: "We know how easy & more convenient it is to shop those prime deals, but every time you shop indie you are making a huge difference for not just our store but the thousands of other small businesses & indie bookstores that pour back into your community!"
Judging by the Cover Books, Fresno, Calif.: "Lately, we've seen a wave of posts on Threads claiming that indie bookstores are overpriced. That's Amazon's messaging working exactly as intended. Our co-owner, Ashley, spent more than a decade working in publishing sales and recently responded to a now-deleted post asking why a $30 new release costs $30 at a local bookstore but only $19 on Amazon. Swipe through to see the breakdown."
Daisy Chain Book Co., Edmonton, Alb., Canada: "Really? Do you really need us to remind you that the BIG guys are still aggressively squashing the little guys. Do we need to say that the most prime thing you can do is NOT give billionaires more money and power? Say it isn't so."