What: Through the platform, users can create, manage and join book clubs through Amazon's online tools.

Why is it important: As cultural products are making a comeback, Amazon may be launching book clubs at the right moment.

All customers with an Amazon account are able to join clubs for free. Additional features are scheduled to roll out, and the ability to create a club will be available to all customers later this year. Users that create a club may customize its details, such as adding current and upcoming books, managing the club's members and setting privacy levels.

While Amazon does have a number of brick-and-mortar bookstores, the link between retail and book clubs is traditionally found among independent sellers. By building out the new feature, Amazon is tapping into the social aspect of reading and modernizing tools.

Amazon tests book clubs

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• Department stores selling books and culture