The $9.99 figure has been something of a gold standard for books in the Kindle Store. There’s a rather interesting article at the Consumerist about how 30% of books in the Kindle Store are priced above the magical $9.99 figure.
This obviously piqued my interest – firstly, because at a time when there are 55 different news sources writing about Kindle 2.0 (including LA Times saying Kindle 2.0 might have a colour screen – which is highly improbable) it’s great to find something else to write about. And the other reason is that this article has a lot more to it than what the consumerist talks about.
I’ve myself written about how $9.99 is a good price point. However, what’s been implicit is that it’s a price point that’s good for books with a list price of $24.95 and that usually retail online, and in bookstores, for between $13-$14 and full list price.
Here are a few things to keep in mind when talking about Kindle Store book prices -
- The focus should be on percentage savings, and not on an absolute figure. As long as Kindle Edition books continue to be at less than half of print list price, it’s good.
- The lower prices for Kindle Editions is mostly an Amazon thing i.e. Amazon is subsidizing Kindle Editions. Correct me if you have some firm proof that this is not the case.
- Yes, 30.5% of Kindle Edition Books are above the magic $9.99 figure. A further 25.02% are above $20. However, the higher prices are generally for books that are more expensive and have higher print list prices.
- As long as Kindle Edition books continue to be half of print list prices or less, (and 30% or more lower priced than print editions) there’s nothing to worry about.
- What definitely throws up a red flag is that there are some book that are now sold at $20, even though their list price is $24.95. This book on Sociology is an example.
- Wow – what throws up an even bigger red flag is books that are more expensive than the paperback edition. Even a single instance of this is unacceptable.
Fundamentally, there is a very real market force that will keep Kindle Edition prices much lower than list prices – printed books. Amazon knows very well that printed books offer a few things Kindle Edition books don’t and that a similar pricing will make people choose the print book.
Amazon really should make sure that no books are being sold at higher prices than paperback editions – that’s irreparable damage to the Kindle’s image as a money saver. And for books that have listed prices at $24.95 or less, the $9.99 price point is a really good standard to stick to.
Filed under: kindle, news Tagged: | kindle store, kindle store book availability
I’m a professor and looking forward to a day when all text books are available electronically. When it is possible, it will happen. Professors and students will not wax nostalgic about the smell and feel of 35 pounds of books. Well, maybe a little, but it won’t keep them from jumping at the chance to replace them with 10 oz of hardware.
However, like anything else, ultimately the price will be set by the market, not the costs to producers. There will be long term advantage to electronic books, but savings will only be there as long as paper books are the standard.
What is surprising to me is not that Amazon is selling Mary Midgley’s The Myths We Live by for $15.97 (55% of list price) but that the Sony store thinks anyone will buy it at $23.95 (100% of list).
I agree with your comments. As for prices, one or two other things should be kkept in mind. If you buy a book from Amazon the shipping cost is steep; $10 or more. I assume Amazon also charges sales tax for a book, but not a KKindle book? A ten mile round-trip to a book store, with current gas prices pand vehicle wear and tear probably costs at least $5.00.
“If you buy a book from Amazon the shipping cost is steep; $10 or more”
If you do a lot of shopping through Amazon (I do), Amazon Prime is a great deal. $79 a year gets me free 2 day shipping on pretty much every thing I buy. If I did the math correctly, I saved over 200 in shipping costs last year.
The simplest market control is the best. If you think the Kindle edition is too expensive, don’t buy it. Very simple.
Audacity of Hope: Kindle is $9.99, Mass Market Paperback is $7.99
I’ve noticed that there are many expensive kindle books that are specialty items — technical scientific papers and so on. We should not include those types of titles in the generalization about pricing over $9.99
Amazon has free shipping for almost all books, so that’s not really an issue.
I went 8.99 on my book. I am new to this so I don’t know if that makes me a good or a bad person.
Amazon is selling the hardcover ChefMD’s Big Book of Culinary Medicine for $16.47, discounted from the list price of $24.95. It is selling the Kindle version for $14.82. I bought the device largely on the strength of the “$9.99 for most books” promise, and there are many $25 list price books that Amazon is selling at this price point. My guess is that LaPuma’s publisher or publicist may be influencing the price of this book, at least while he’s getting a lot of publicity and media guest appearance. In any case, since Amazon makes it quite difficult to submit feedback like this, I’ll express my disgruntlement by not buying the book in any form.