Borders decided to step away from Amazon.com and retake its own segment of shoppers by creating the e-commerce site Borders.com, an independent online store that will offer customers everything from books to movies and CDs, included rare items.

After seven years of collaboration with Amazon.com, Borders promises a site with innovative features, dedicated to the 26 million Borders Rewards loyalty program members, as well as new shoppers.

Border Rewards offers free customer membership, and members can now earn and redeem their rewards and coupons in stores, as well as online. Customers are also offered the possibility to receive mail notifications with recommendations or savings opportunities.

As Borders Group Chief Executive Officer George Jones pointed out, within a couple of months they will be able to meet customer needs with a vast selection of titles, which he hoped will also ensure long-term success.

These titles will include 2 million books, 400,000 CDs, as well as 100,000 new movies, and a series of innovative features, such as the Magic Shelf and Border Media video programming, as well as Borders Rewards, all to create a more satisfying experience than anything else in bookselling today, as Jones described it.

The Magic Shelf promises to be one of the site’s strongest features, by allowing customers to live the Borders store experience in an online environment, easily browsing books, movies and movie titles. Moreover, customers will be able to personalize the Magic Shelf with the “Picked for You” feature.

Borders Group, which owns over 1,100 stores around the world, teamed up with Amazon in 2001, amid strong money loses and a desire to survive in the business. Now, Borders looks like a promising competitor for Amazon.com and has high hopes for the future.