Next 15 tech agency Inferno will promote online bookshop BookRabbit to both the specialist book press and the consumer media as its beta site goes live this week.
The site differs from Amazon by linking users through books they own, allowing members to catalogue and recommend titles online.
BookRabbit also connects readers to authors and publishers, aiming to 'claim back book selling and book buying', according to Inferno MD Grant Currie.
The site also allows users to interact as they would on Facebook, and to find local bookshops selling their chosen titles using mobile web browsers such as the iPhone.
The web venture is the brainchild of e-commerce outfit Retail8, the company that is behind Sameday Books.com. Retail8's directors include the former heads of technology at Waterstone's and Game.
Inferno will first launch BookRabbit to publishing industry titles including The Bookseller, followed by a consumer campaign.
Recent Inferno wins include IT consultancy Capgemini, one of the main corporate sponsors of the Rugby World Cup (PRWeek, 6 September 2007). Its consumer tech team was bolstered late last year with the appointment of Bite veteran Paul Mackender (PRWeek, 1 November 2007).