A major Brazilian publisher, WMF Martins Fontes, has announced it will remove its books from Amazon, a global online marketplace, in a decision made public by Alexandre Martins Fontes, president of the Associação Nacional de Livrarias (ANL), on September 2. The publisher plans to stop supplying Amazon in the coming months, but current titles will remain on the platform for now. Martins Fontes had previously informed Amazon of this decision and said the company reached out for discussions, though Amazon has not officially responded. The move is part of a larger effort to challenge what Martins Fontes calls unsustainable discount practices in the book industry. These practices are particularly evident at university book fairs, such as the Festa do Livro da Universidade de São Paulo, where publishers often offer steep discounts. In 2025, the event attracted 50,000 visitors and sold 362,000 copies, with participating publishers giving at least 50% off their book prices. A survey by the ANL, conducted with FEA Júnior USP, found that 79% of respondents said they do not buy books before these fairs, though details about how the survey was conducted are not fully clear. Martins Fontes argues that physical bookstores cannot afford such deep discounts without risking their survival. His concerns go beyond Amazon, targeting a broader system in the publishing industry. The decision comes as discussions continue around PLS 49/2015, also known as the "Lei Cortez," a proposed law that would set limits on book discounts. However, the law has not yet been passed. Martins Fontes believes that if five or six major publishers join his efforts, the industry's discount practices could change. He has named several potential allies, including Companhia das Letras, Record, HarperCollins, Sextante, and Rocco, but it is not known whether these publishers have agreed to follow his lead. For now, his strategy is to gradually stop supplying Amazon and withdraw from fairs that require incompatible discount levels.