Borders Books just launched a beta of what will soon be their new website. For all you book lovers and avid readers, you really should check it out. They have added a Magic Book Shelf which allows you to easily navigate a shelf of books, music and movies similar to how you would in their store. You can even create your own shelf with your favorites and once Borders learns your taste, your shelf will have their recommendations for you. There are also videos of featured speakers and authors which you have the ability to watch different episodes of. An even better feature is the ability to now search local stores for a particular book.

This is a very nice departure from their current Amazon.com shopping site. It brings the brand back to Borders and features that are unique to their online shopping experience. I think it is a great upgrade from what they have now and what their competition is doing, but I’m sure we will see others follow suit soon.

Check out the new site at: http://beta.bordersstores.com