iPhone is my bookshop killer

I really do love having local bookshops. Keplers in Menlo Park is definitely a favorite. But I really don't like paying full price when Amazon seems to sell most books at 40% off. I have an Amazon prime account and now that I have the Amazon app for my iPhone, it's just too easy and cheap to buy books. I hate to admit this, but I've started browsing in local shops and buying from my Amazon right there in the shop. It's the best of both worlds for me but kinda shitty for the local shops that I do want to support. I'm not sure how I'm going to reconcile this one quite yet.