In an effort to encourage readers to buy Ta-Nehisi Coates’s recently released Between the World and Me—which reads as a letter to Coates’s fifteen-year-old son apprising him of racial violence throughout American history—Astoria Bookshop in Queens has decided to sell it “at cost,” or without profit to the seller.

The bookshop’s owner, Lexi Beach, dropped the full retail price of $24 to $14 in order to “bring more people into this conversation,” according to Melville House. “[I]t seemed like one small thing I could do is make this book more easily available to more people so that they could also join the conversation,” Beach said.

The verdict? The book has sold very well. Not even the concomitant release of Harper Lee’s highly touted Go Set a Watchman has put a damper on sales of Coates’s book—the two are neck-and-neck, according to some bookstores.

Coates’s book was originally released earlier this month (July 14) with much fanfare; its publication date was moved up by two months by Spiegel & Grau because of, as a representative at Random House put it to Publishers Weekly, its “combination of solid advance reviews and issues brought up by recent events.”

Related reading: In a New York Times opinion piece, Bad Feminist author Roxane Gay expresses her heartbreak at the death of Sandra Bland, and at the overall criminalization of people of color.