To combat Amazon's price-cutting event on July 12 known as Prime Day, which the retailer has dubbed a "global shopping day," one independent bookseller is challenging customers to shop local instead.

“Let’s celebrate our community,” wrote Roxanne Coady, founder of R.J. Julia Booksellers in Madison, Ct., in an impassioned newsletter sent to customers late yesterday.

In it, Coady questioned whether buying products from Amazon, at the retailer's significantly discounted prices, outweighs the toll shopping there takes on customers' local communities. With this in mind, Coady offered an alternative to Prime Day that benefits the Madison community, something R.J. Julia has been doing since its founding 26 years ago.

“On July 12 when Amazon is attempting to seduce you,” Coady wrote, “we will celebrate what we (our community and R.J. Julia) have created: a place that cares for one another.” The bookstore will do this by donating 10% of all sales, instore and online to local nonprofits. To date, R.J. Julia has given nearly $1.5 million in books, discounts, and cash to organizations within the community.

“I hope you will show your support and help us make a statement and a difference,” Coady concluded. To sweeten the pot, R.J. Booksellers is offering shoppers free local ice cream from Ashley’s.