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How about "finding the site that best supports independent booksellers"?

Its disappointing that so much of our society is about cheapest price.

Bookshop.org is about that, privately funded with the objective to let independent book sellers stand up to the power of amazon.

Isn't Bookshop.org really just Ingram Content Group?

yeah bookshop hardly counts for a win for the indies. it's basically affiliate marketing if you're an indie and you link to "your" bookshop