An independent Australian bookseller has announced a "Kindle Amnesty", where it urges people to throw away their Amazon Kindle devices.

Independent booksellers globally are in a cold war with retail giant Amazon. While some of them have already taken legal steps to curb the growing "monopoly" of Amazon, others are contributing in their own small way to fight the company.

In one such attempt, an independent bookseller in Australia Pages and Pages announced last Friday that it will be starting a "Kindle Amnesty" that will be held every third Saturday of every month, where it will urge people to get rid of their Amazon Kindle devices by dumping them in a bin in the Mosman Village, Sydney store. In return, they will be gifted with a $52 gift voucher they can use to purchase BeBook Touch, the e-reader the store is selling.

"Pages & Pages is no longer sitting passively by while Amazon steals our customers and steals their reading choices. Through this campaign we want people to understand what Amazon is doing and make an informed choice to have choice," said manager and Australian Booksellers Association president Jon Page.

"The ebook is not a threat to physical bookshops. This new format presents bookshops and readers with many wonderful opportunities to sell and read more books. What does threaten bookshops is a company who engages in uncompetitive behaviour, pays no tax in Australia and misleads readers with restrictive devices and fake book reviews."

Page said that nowadays people generally tend to cite Kindle as the only e-reader, but forget that it is an Amazon product and there are many other better e-readers available in the market these days. He points out that while Amazon's Kindle only allows users to buy books from Amazon, the store's BeBook Touch allows people to buy any e-book.