When you buy books, DVDs or CDs online, a cut often goes to someone else – like the guy with the website linking to the product. But what happens when no cut is collected? Nothing – meaning millions of pounds go unclaimed, or straight to the people who already have big bank accounts.

Books We Like – an activist e-commerce project built by users – is trying to remedy this situation. It's both a review of books and a way of turning those usually unclaimed commissions into support for independent media.

When you make a book purchase via Books We Like, the site earns a tiny amount – about one US dollar. But when 10,000 people do the same, these commissions can be pooled into a fund that will be used to support independent 'progressive' media projects.

'It's a way to use online shopping to effect change,' say the site's designers. '100% of revenues, minus server costs, go to public-interest media efforts.'

The first $5,000 of commissions are to be invested into a self-published collaborative book entitled Be the Media. After that, the founders say, the plan is to let users select from a list of projects to give their commissions to. They'll also reward you with cash if you bring lots of people to the site from your own homepage. In the name of independent media, get linking!