Amazon got its start by selling books because they are a low-risk item to buy online. The book you buy at an independent bookstore is the same as one you would buy from a big box seller or via the web, with the only distinguishing feature being the price.
To combat the generic nature of the product, Barnes & Noble collaborated with some publishers to create special editions of bestsellers. The side of the pages features a design coordinated with the cover artwork, presumably making it more appealing to readers. In any case, it makes it more exclusive to their stores.
You may not be able to change the essence of what you offer, but is there a way to create an enhancement that makes your version more exclusive? People like to distinguish themselves from the ordinary. Think of how you can achieve that with minor alterations to what everyone else provides.
