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While the proliferation of 'social networking websites' make the term one of the most overused on the internet today, BookRabbit's developers are confident this site won't just fade into the background. They claim that it brings real benefits to their users.

"We understand that if you have a passion for reading, then you don't turn to a machine, or the dinosaurs of the book trade to help you - you turn to other readers," said Kieron Smith, BookRabbit's managing director.

Smith claims that a key issue facing book lovers is a lack of exposure to decent recommendations online. The site has been designed to open up a new world of literature to avid readers. Rather than touting the newest bestsellers,

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BookRabbit's goal is to create a community that will publicise less well-known titles.

"You are more likely to buy a book based on a recommendation from another book lover, or by seeing it on a friend's bookcase, than you are because a faceless book merchant puts it on a stand in their shop or a computer-generated algorithm tells you to," argued Smith.

Smith intends to take advantage of Amazon's decision to broaden its focus and vows that BookRabbit will remain a site tailored exclusively to book lovers. In fact, he is expecting the website to become a threat to Amazon. He claims that BookRabbit provides access to 4.2 million titles and currently postage is free. BookRabbit is even undercutting Amazon on the top 100,000 titles as a signal of its intent, a risky strategy if Amazon deems this a game that two can play.

The website's social networking features include adding friends; sending messages; and sharing holiday snaps. Users are encouraged to upload and tag photos of their bookshelves, conveying their taste and drawing other users' attention to uncover literary gems.

The site showcases videos of authors talking about their books and there are plans to involve independent booksellers, starting by displaying contact details of local independent bookstores.