Got an email in the book­store today from a poten­tial cus­tomer who chose Ama­zon over my employ­er Quaker­books, a niche inde­pen­dent book­store, because of their cheap cheap prices. I got a bit inspired by my reply, includ­ed here.

Sub­ject: book prices

I real­ly want­ed to buy the below book [Why Grace is True], but I checked ama­zon. com. Their prices: new is $16.07, or used from $5.94. Your price is $22.95.

I know how hard it is to be com­pet­i­tive, but I want­ed to let you know that peo­ple do com­par­i­son shop.

Bless­ings, C. 

Dear Friend,

Yes, Ama­zon, Wal­mart and the rest of the glob­al media/distribution jug­ger­naut will always be able to under­price us on the main­stream books.

What we offer is a much wider selec­tion of Quak­er books than any­one else. We don’t just have the more watered-down books aimed at the gen­er­al pop­u­la­tion (most­ly with the unsaid premise “what you can learn from those folksy Quak­ers”), but a whole list of books about Quak­er reli­gious edu­ca­tion, Quak­er vision, Quak­er belief, Quak­er his­to­ry and what it means to be a Quak­er today. We don’t just have the Harper­Collins titles, but those from Quak­er pub­lish­ers that Ama­zon’s nev­er heard of. We eas­i­ly beat Ama­zon in selec­tion and we cer­tain­ly match them in speed and cus­tomer service.

We give a more ground­ed con­text to what these books mean to Friends – the reviews on our site’s If Grace is True are writ­ten by Friends for Friends. We try to know our books. When peo­ple call us up we’ll help with their selec­tion. When they’re try­ing to decide, we’ll read the table of con­tents to them. Quak­er pub­lish­ers and book­sellers talk about the “min­istry of the writ­ten word,” which means remem­ber­ing that there’s a pur­pose behind this book­selling. These books aren’t com­modi­ties, they aren’t units, they’re not ISBN num­bers to be packed and shipped. We’d rather not sell a book than sell a book some­one would­n’t val­ue (which is why we’ll include neg­a­tive book descrip­tions & comments).

Pay­ing a few extra dol­lars to sup­port us means your also sup­port­ing the out­reach and Quak­er self-identity our cat­a­log pro­vides for many Friends. Plus you can be assured our employ­ees get liv­ing wages and health care (for which I’m per­son­al­ly thankful).

So yes, cus­tomers can save a few bucks at Ama­zon. Always will be able to. But your pur­chas­ing deci­sions are also deci­sions about who you sup­port and what you val­ue. There’s a price to dis­tinc­tive­ness, whether it’s cul­tur­al, reli­gious, region­al, or culi­nary. By buy­ing from Ama­zon you’re financ­ing a Wall Street-run com­mod­i­ty sell­er that does­n’t give a jot about Quak­erism or even whether grace might be true. If enough Friends choose price over con­tent, then Quak­er book­stores and pub­lish­ers will dis­ap­pear, our only rep­re­sen­ta­tion being main­stream books sold at gener­ic shops. That will cost us a lot more than sev­en bucks.

Well, I hope you enjoy the book. I’m sure Ama­zon appre­ci­ates your patronage.

In friend­ship,
Mar­tin Kelley