Waterstone's has retained digital marketing agency Code to assist the in-house team in creating and designing the site, as well as handling online marketing strategy. The site will launch in the autumn.
Currently, anyone searching for Waterstone's online or tapping in the web address is taken to a site within Amazon.co.uk, where customers can order books and find limited information about Waterstone's stores.
Waterstone's said that it had been reviewing its online service and concluded that it was the right time to launch its own online service.
It plans to use the site to build on the experience of its staff of high-street booksellers, who will provide content for the site.
Gary Warren, head of e-commerce at Waterstone's, said: "Their passion for books and proven expertise will enable us to match customers, however much they read, to their perfect book. The site will create a community of booklovers able to interact and share a joint love of reading."
The site will offer 3m titles, content such as streaming of book signing events and author insights, a "try before you buy" service and personal shopping for gifts.
The news comes at a tumultuous time in the book chain's life. Founder Tim Waterstone offered to buy the chain back from HMV in April for 拢280m, citing his aim to rebuild damaged relationships with the publishing industry. However, a spat over due diligence conditions resulted in the offer being withdrawn the following week.
HMV, which is waiting on a decision on the proposed merger of Waterstone's and Ottakars, could still end up putting the chain up for sale.
The first Waterstone's bookshop opened on Old Brompton Road in London in 1982, within 20 years it had 200 high street and academic campus shops across the UK, Ireland and Europe.
Amazon also runs the online bookshop for the chain Borders and its sub-brand Books etc.
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