Growing up in Thailand, Sam Soar immersed herself in comics that fueled her imagination. One series, in particular, captivated her. It was “about a family that is so hardcore about saving money that they would do anything possible,” she shared with Mashable. “They rent a one-bedroom apartment, and all sleep in one room, so they only have to turn on one [air conditioner], and they’ll go around the shopping centers putting all the trolleys back to get the coins.”
Inspired by these stories, Soar found her own inventive ways to earn and save money, like growing vegetables and cycling around town to sell them.
We discussed this over coffee on the second floor of Waterstones Piccadilly in London. The city was in the middle of a heat wave, and the bookstore — with its air conditioning and eight sprawling floors, six of which are dedicated to books — was bustling. But it’s not Soar’s favorite. While Waterstones is a well-known retailer, she gravitates toward the charm and community of small businesses, something evident in her TikTok content, where she highlights local gems like Round Table Books.Â
But she humored me, a tourist eager to see the biggest bookstore in Europe. Remarkably, her vibe is exactly what you’d expect: warm, giddy, and thoughtful. As a micro-influencer with roughly 51,300 followers on TikTok, Soar has found what some might call a sweet spot in the world of influencing. She doesn’t have enough to quit her day job — though she’s perfectly happy with that — but she has enough of an audience to cultivate a sense of community with her followers and fellow BookTokkers. The pressure to post is there, but not so overwhelming that it takes away the joy. Plus, she gets to enjoy one of the perks of her passion: free books from publishers, which she reviews on her page — a fitting benefit for someone raised on comics about frugality.
Free books were one of the main reasons she started book blogging at just 11 years old. After moving to the UK when she was young, she launched her own blog, Sam Falling Books.
“Back then, when I had a blog, the community around that was so cute,” she said. “There would be blog tours, and the bloggers would become friends.”
Blogs, at the time, offered a kind of refuge. While some bloggers made it bigger than others, the blogging community felt safer and more intimate than other social media spaces. Soar didn’t want to put her face online because, as she admits, she was “so scared and embarrassed” — understandable for an 11-year-old. Blogs provided the perfect solution: a static, personal space without algorithms or the pressure of today’s content-driven culture. It was just her, other like-minded people, and the books they loved.
Soar’s passion for reading led her to spend countless hours borrowing books from the library, but there was one downside — the wait. Often, she found herself stuck on waiting lists, hoping the person ahead of her would return the book she was eager to read. Rather than wait, she took matters into her own hands and began emailing publishers directly: “My name is Sam, and I am a UK teenager who loves book blogging! I was wondering if you had any review copies of [insert book name here] that I could review.”
And it worked.
“I’m so proud of my blog,” she said, laughing. “I got so many free books.”
When she went off to university, her book blog fell by the wayside. But eventually, she noticed the buzz around BookTok and decided to jump back in.
“I saw everyone, and I was like, ‘Oh, people are just like normal readers who post,'” she said. “You could have your face in it, but you didn’t have to have your face in it. People are just recommending books. And I thought, There are lots of recommendations that I’d love to throw on this list. My only wish is that I’d started earlier.”
Her success in obtaining the books she wanted sparked another consideration: the implications of overconsumption in the literary world. There’s a growing trend where people want to be seen as readers, whether they actually are or not. Every celebrity has a book club, and the aesthetic of a well-stocked bookshelf is gaining noxious traction online, reminiscent of trendy decor styles like “coastal grandmother” or “Nancy Meyers core.” It’s not that people should read less or even buy fewer books, but when piles of unread books start accumulating in a corner of your apartment, it might be time to rethink how — and why — you got there. BookTok, with its focus on the latest editions and special releases, only amplifies this consumption.
“When I was younger, I couldn’t afford books,” Soar said. “I would just borrow from the library and hustle the publishers. To have people showing these massive book hauls with 20 or even 30 books and seeing that as a young person, you might think you have to have all of those books to be a real reader. I’m becoming more wary of that.”
That doesn’t mean Soar is entirely immune to the temptation of book collecting. She admits to feeling “a little bit of shame” when she looks at her overflowing shelves. For now, she’s focused on buying less and tackling the growing stack of books on her TBR (to-be-read) shelf.
Beyond her reflections on overconsumption, Soar uses her platform to engage with important causes. She has posted about Operation Olive Branch, a grassroots collective that amplifies Palestinian voices and supports their needs. She’s also part of a group chat called “BookTok Union,” where about 60 creators come together to support each other, discuss upcoming events, and share insights on how much to charge for sponsored posts.
For the most part, BookTok is just fun for Soar. She reads a lot of fantasy and romance, shares reviews, posts videos of her emotional reactions to the material, and highlights her favorite quotes for her audience of fellow bookworms. She started her page with the hope of reading more, and that’s exactly what her account has allowed her to do.
She’s still learning to balance collecting and consuming, but she remains driven by the same passion that started it all — a genuine love for stories.
 Sam Soar is a microinfluencer on BookTok in the UK. She started her account because she wanted free books. Here’s how you can do the same.Â
The Amazon Marketplace: Empowering Sellers and Shaping Consumer Behavior
The Amazon Marketplace has emerged as a powerful force in the global economy, redefining how businesses operate and how consumers shop. Since its launch in 2000, Amazon Marketplace has grown into one of the largest online marketplaces in the world, with millions of sellers and an even larger base of customers. This platform has not only democratized e-commerce, providing opportunities for businesses of all sizes, but it has also significantly influenced consumer behavior. This article explores how the Amazon Marketplace empowers sellers and shapes consumer behavior.
Empowering Sellers: Opportunities and Challenges
The Amazon Marketplace has opened up unprecedented opportunities for sellers, from individual entrepreneurs to large corporations. One of the most significant benefits for sellers is the access to Amazon’s vast customer base. With over 300 million active users globally, Amazon provides a ready-made audience for sellers, eliminating the need for extensive marketing efforts to drive traffic to their products.
Lower Barriers to Entry
One of the most profound ways Amazon empowers sellers is by lowering the barriers to entry into the e-commerce space. Traditionally, setting up an online store required significant investment in website development, payment processing systems, and logistics. Amazon Marketplace simplifies this process by providing a platform where sellers can list their products, handle transactions, and even manage shipping through Amazon’s Fulfillment by Amazon (FBA) service.
FBA, in particular, has been a game-changer for many small and medium-sized businesses. It allows sellers to store their products in Amazon’s warehouses, where Amazon takes care of packing, shipping, and even customer service. This service not only reduces the logistical burden on sellers but also ensures that their products are eligible for Amazon Prime, which can significantly boost sales.
Global Reach
The global reach of Amazon Marketplace is another significant advantage for sellers. With Amazon’s presence in numerous countries, sellers can tap into international markets with relative ease. Amazon’s Global Selling program enables sellers to list their products in multiple countries, allowing them to expand their customer base far beyond their home market. This global reach is particularly beneficial for small businesses that may not have the resources to enter international markets independently.
Data and Analytics
Amazon provides sellers with valuable data and analytics tools that can help them optimize their listings and marketing strategies. Through the Seller Central dashboard, sellers have access to detailed reports on sales, customer behavior, and advertising performance. This data-driven approach allows sellers to make informed decisions about pricing, inventory management, and advertising, ultimately leading to better business outcomes.
Challenges for Sellers
However, selling on Amazon is not without its challenges. The competition on the platform is fierce, with millions of sellers vying for the attention of customers. To stand out, sellers must invest in optimizing their product listings, managing reviews, and running targeted advertising campaigns. Additionally, Amazon’s fee structure, which includes referral fees, FBA fees, and other charges, can eat into sellers’ profit margins, especially for those selling low-margin products.
Moreover, Amazon’s control over the marketplace means that sellers are subject to its policies and regulations. This can be a double-edged sword; while Amazon’s strict guidelines help maintain a level of quality and trust on the platform, they can also be restrictive for sellers. Policy changes, such as adjustments to fee structures or new regulations regarding product listings, can have a significant impact on sellers’ businesses.
Shaping Consumer Behavior: Convenience and Choice
The Amazon Marketplace has not only empowered sellers but also transformed consumer behavior in profound ways. The platform has become synonymous with convenience, choice, and competitive pricing, which are key drivers of consumer decisions.
Convenience and Speed
One of the most significant impacts of Amazon on consumer behavior is the expectation of convenience and speed. Amazon’s streamlined shopping experience, coupled with services like Amazon Prime, has set a new standard for online shopping. Consumers now expect fast, often same-day, delivery, easy returns, and a seamless shopping experience across devices. This has raised the bar for other e-commerce platforms and even brick-and-mortar stores, which have had to adapt to meet these heightened expectations.
The convenience offered by Amazon extends beyond just delivery speed. Features like one-click purchasing, personalized recommendations, and a user-friendly mobile app have made shopping on Amazon almost effortless. This ease of use has contributed to the platform becoming the go-to destination for many consumers, particularly for everyday purchases.
Broad Product Selection
Amazon’s vast selection of products is another factor that has shaped consumer behavior. The marketplace offers a seemingly endless array of products across virtually every category, from electronics to groceries. This extensive selection is possible because of the millions of third-party sellers who list their products on the platform, alongside Amazon’s own offerings.
This breadth of choice has shifted consumer expectations, leading to a preference for platforms that offer a wide variety of options. Consumers are now less willing to visit multiple websites or stores to find what they need, preferring the convenience of one-stop shopping. This trend has also put pressure on traditional retailers to expand their product offerings and improve their online shopping experiences.
Price Sensitivity and Competitive Pricing
Amazon’s pricing strategies have also influenced consumer behavior, making customers more price-sensitive. The platform’s dynamic pricing model, where prices can change frequently based on factors like demand and competition, encourages consumers to compare prices and seek out the best deals. Additionally, features like Amazon’s price tracking tools and the ability to view historical prices have made consumers more aware of price fluctuations and more likely to wait for discounts before making a purchase.
This increased price sensitivity has impacted the broader retail landscape, forcing competitors to adopt more aggressive pricing strategies to stay competitive. It has also led to the rise of price comparison tools and apps, further empowering consumers to find the best deals.
The Role of Reviews and Ratings
Amazon’s review system is another key factor influencing consumer behavior. Customer reviews and ratings have become a critical component of the decision-making process for many shoppers. Positive reviews can significantly boost a product’s visibility and sales, while negative reviews can deter potential buyers. This has led to a culture where consumers rely heavily on the experiences of others to guide their purchasing decisions.
The importance of reviews has also created a new challenge for sellers, who must actively manage their reputation on the platform. This has given rise to practices like review solicitation and even, unfortunately, fake reviews. However, Amazon has taken steps to combat these practices, implementing stricter policies and algorithms to detect and remove fraudulent reviews.
Conclusion
The Amazon Marketplace has had a profound impact on both sellers and consumers, reshaping the e-commerce landscape in the process. By empowering sellers with access to a global customer base, powerful data tools, and logistical support, Amazon has lowered the barriers to entry for businesses of all sizes. At the same time, the platform has transformed consumer behavior, setting new standards for convenience, choice, and pricing.
As Amazon continues to evolve, its influence on the global economy and consumer culture will likely only grow. For sellers, the challenge will be to navigate the complexities of the platform and find ways to stand out in an increasingly crowded marketplace. For consumers, the Amazon Marketplace will continue to be a driving force behind the expectations and behaviors that define the future of shopping.
