Which One Are You Buying?

Picture this: two identical books sit side by side on a shelf. Same title, same condition, same price. But one has a small note attached:“50 cents of this purchase goes to the author.”

Which one are you buying?

This simple question lies at the heart of a growing movement in the secondhand book world — one that recognizes the value of authors, even after the first sale. At Author Advantage, we believe used bookstores can play a powerful role in supporting the creators behind the books they sell. And we’re making it easy to do just that.

Because supporting authors isn’t just the right thing to do.

It’s a smart business move.

A Familiar Model: Fairtrade and Consumer Choice

Walk into any grocery store and you’ll see it: coffee labeled Fairtrade, chocolate marked ethically sourced, clothing tagged made with living wages. These labels are signals. They tell consumers, “This product supports the people who made it.”

And consumers respond. Study after study shows that people are willing to pay a little more when they know their purchase is doing good. It’s not just about the product — it’s about the story behind it.

Author Advantage applies the same logic to books.

When readers see that part of their purchase supports the author, it changes the equation. The yellowed paperback is now a way to give back to the person who wrote it. It’s a small gesture with a big emotional impact.

We’ve seen this model work across industries:

• Coffee: Fairtrade beans outsell conventional ones, even at higher prices. A 2023 GlobeScan survey found that 56% of shoppers across 12 countries were willing to pay more for Fairtrade products — even during a global cost-of-living crisis.

• Chocolate: Ethical sourcing has become a selling point for premium brands, with companies like Tony's Chocolonely even licensing their open-chain sustainability label to other companies.

• Clothing: Consumers increasingly seek out brands that treat workers fairly.

Recent research also highlights the emotional drivers behind these choices. A 2023 study published in the International Review on Public and Nonprofit Marketing found that positive emotions like pride significantly increase consumers’ willingness to pay for Fairtrade food products. That feeling of pride can also be captured in the used book market.

Now, it’s time for books to join the movement.

By offering a version of Fairtrade for secondhand books, used bookstores can tap into a powerful consumer impulse: the desire to do good while shopping. And that’s not just ethical — it’s profitable.

The Author Advantage Approach

So how does it work?

At Author Advantage, we’ve created a simple model: a small portion of each secondhand book sale — around 50 cents as of the writing of this post — goes directly to the author. It’s a voluntary contribution built into the price, clearly labeled so customers know their purchase supports the creator. This portion is standardized so that all book sales in the Author Advantage network provide the same author support regardless of the age, overall price, or location of the sale.

For booksellers, there’s no need to change your inventory. No need to overhaul your operations. Just a small adjustment to pricing and messaging — and a big shift in impact.

This isn’t about charity. It’s about fairness. Authors earn nothing from secondhand sales, even though their work continues to generate value to the buyer. Our model recognizes that value and shares it.

We’ve made it easy for bookstores to opt in:

• Add a small markup to the total inventory.

• Signage and infographics for the point of sale are provided by Author Advantage in consultation with the bookseller.

• Existing sales reporting is used to track author contributions, so tracking and reporting is easy.

And for readers who want to understand the broader context, Author Advantage provides transparent and ongoing communication through its website.

Author Advantage is about creating a win-win-win: authors get recognition and support, bookstores get a fresh way to connect with values-driven customers, and readers get to feel good about the books they buy.

Why It Works for Bookstores

Used books are typically differentiated in only two ways: condition and price.

While there may be subtle differences between sellers in how they define “Very Good” versus “Near Mint,” the reality is that two books listed with the same condition will almost always compete on price. In this scenario, it’s hard to imagine a sale going to anyone but the lowest bidder.

But in other industries — like coffee, chocolate, and clothing — we’ve seen something powerful: direct sustainability practices tied to people and working conditions can create buyer preference that supersedes price. This kind of differentiation is essential for businesses competing in marketplaces dominated by giants who can undercut prices at scale. Without a new competitive angle, used booksellers struggle to drive traffic through conventional channels.

Author Advantage succeeds by applying three key principles:

• Customer loyalty with the best customers The people who buy lots of physical books are passionate. They’re the ones who tear through 8-part series and mark their calendars for the release of book nine. These readers care deeply about authors — and they’re the ones most drawn to supporting them directly.

• Differentiation in a commodity marketplace When selling two copies of the same book, price becomes the only battleground. That leads to a race to the bottom — one that favors retailers who can absorb the most losses. For most booksellers, this fight is nearly impossible to win. Author Advantage offers a new strategy: compete on values, not just price.

• Alignment with modern customer values around sustainability Today’s consumers scrutinize sustainability claims. The shadow of greenwashing has made people wary of vague promises. But supporting creatives is clear, direct, and high-impact. It’s a form of social sustainability that resonates — especially in a cultural moment where people want their purchases to reflect their principles.

  
  

Used bookstores already thrive on trust, community, and connection. Customers come not just for the books, but for the experience: the curated shelves, the knowledgeable staff, the sense of discovery. Adding author support strengthens that connection.

By integrating author support into your pricing and messaging, you’re not just doing the right thing. You’re building a bookstore that reflects the values of your readers — and that’s a business model built to last.

If you’re a used bookstore, you don’t need to overhaul your business to start supporting authors. A small pilot can show you how customers respond — and we’re confident they’ll respond well.

This is a chance to do something different.

Something better.

To stand out in a crowded marketplace.

To support the people who write the books that fill your shelves.

So we’ll leave you with the question we started with:

Which one are you selling?