The site operates like an online mall directory of exclusively independent businesses throughout the cities and online. Currently featuring thousands of shops in Toronto, Halifax, Calgary and Vancouver. It is free to submit a local business. You can search or just browse around by category: handmade, spirits, coffee & tea, stationery, music, home decor, vintage and more. Black and Indigenous-owned businesses and businesses owned by people of colour and people with disabilities are featured.

Next for Not-Amazon is to expand to more cities. People from other cities in Canada have volunteered to collect initial lists of businesses, which the website will then convert into the Not-Amazon website. Hamilton and Ottawa are next.