Stop Treating $9.99 As The Magic E-Book Price

$9.99 is often treated as a magic price—the cost of a New York Times bestseller on Kindle back in the good old days, before big-six publishers adopted agency pricing models and ended Amazon’s discounting of their books. However, for a variety of reasons, few readers ever had the chance to buy those $9.99 e-books—in large part because e-readers themselves were so expensive. From yesterday’s Wall Street Journal : When Amazon.com Inc. introduced its first Kindle e-reader back in November 2007, the $9.99 digital best seller was a key selling point. Today, the price of a