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Users can log on to bol.com and order one of the books, which include No Bones by Anna Burns and The Siege by Helen Dunmore, and send another copy to a friend for free.

The campaign, which will include viral email marketing, was launched by Cold Feet stars Fay Ripley and Hermione Norris in London last week.

To back the deal, bol.com is handing out flyers pushing the promotion outside main Tube stations, bookshops, bars, coffee shops and department stores across London.

"This promotion harnesses the value of word-of-mouth recommendation among friends. It also uses the power of the web to reach new reading audiences for the Orange Prize for Fiction short-list,

said a spokeswoman for the competition.

The prize will be awarded on 11 June to the best novel of the year written by a woman in English, and the winner receives a cheque for £30,000.

"This promotion is a perfect fit for the Orange Prize as it supports the idea of women sharing their favourite reads with their best friends," said Jeremy Collingwood, managing director of bol.com. "And the best part is that with our offer, they both get to keep the book."