Hoping to take advantage of new government scrutiny aimed at Amazon and other high-tech powers, the American Booksellers Association is bringing back its #BoxedOut marketing campaign. The campaign is designed to highlight Amazon's dominance in bookselling as well as what the ABA says is the danger that it poses to local communities.
The new campaign will be rolled out on June 20 and 21, ahead of Amazon’s June 21 and 22 Prime Day sales event. Last year’s effort featured independent bookstore storefronts covered with cardboard facades in an attempt to reflect the Amazon brown boxes that appeared in growing numbers on porches and in lobbies during the pandemic. The cardboard facades, which included quotes such as “Don’t box out bookstores” and “Books curated by a real person, not a creepy algorithm,” were augmented by a social media campaign conducted by hundreds of indie bookstores. The ABA said new boxes are being sent to stores and new materials will be available online.
In announcing the return of #BoxedOut, the ABA noted that while more than one bookstore a week closed during the pandemic, Amazon’s profits soared. And though the majority of indie bookstores, helped by new innovations and community support, managed to remain in business after last year, they still face a variety of challenges as the pandemic eases, ranging from supply chain disruptions to labor shortages.
The ABA also pointed to “a significant national conversation about antitrust and monopolies” that is already underway, and cited the lawsuit filed by District of Columbia attorney general Karl Racine against Amazon as an example of action that could temper the conduct of the online giant. In addition, the ABA, as well as the AAP, were cheered by the appointment of Lina Khan—a critic of the power held by high tech companies—as chair of the Federal Trade Commission.
This story has been updated.