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Not sure how this will help indie writers, but I think anything that provides a little competition and helps indie booksellers is a good thing.
 

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It's an interesting concept but it's for booksellers, not for authors. So I suppose in order to get there you need to get your paperbacks into one of the participating bookshops first.
 

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It's for physical books distributed by Ingram. Authors can join as affiliates and set up their own store as well but it's primarily meant for bookstores that do not have an online store. Apparently the project has been successful enough that they're now branching out to the UK as well.
 
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