The challenger brand to Amazon’s hegemony has big plans to build further, starting with a new e-book initiative. Andy Hunter decided something needed to be done about the endless rise of Amazon in 2018—the year that the e-commerce giant surpassed 50% of book sales in the U.

Indie bookstore backer Bookshop.org launched an e-book platform on Tuesday, making it easier for readers to buy e-books without padding Jeff Bezos'

The company is initially launching apps on Android, iOS, and the web with dreams of someday creating an e-reader of its own.