You've finished your book. Hired an editor. Got a beautiful cover. Formatted everything perfectly. Now you need to choose a price. You stare at Amazon's pricing field. What should it be? $0.99 to get lots of sales? $9.99 because you worked hard and it's worth it? Something in between? You have no idea. You've never done this before.
You think: "I'll just price it low to be safe. Better to sell cheap than not sell at all, right?" You pick $0.99. Launch the book. It gets a few sales—mostly friends and bargain hunters. But nobody reviews it. It sits at the bottom of rankings. You make $35 total. Your $2,000 investment in editing and cover feels like a waste.
Or maybe you think: "This book is as good as [Bestselling Author]'s work. I should charge the same—$9.99." You launch. Nobody buys it. Zero sales. Weeks pass. Crickets. You lower the price to $4.99. A few sales trickle in, but momentum is gone. You wonder what went wrong.
Here's what successful indie authors know: Pricing isn't about what you feel your book is worth. It's strategic business decision based on genre conventions, reader psychology, royalty math, and your specific goals. Price too low and you signal amateur quality. Price too high without reviews and readers skip you. There's a sweet spot—and it's discoverable through research, not guessing.
This guide will teach you: pricing psychology, genre-specific conventions, launch vs. long-term pricing, KDP Select considerations, when to discount effectively, and how to test and optimize your pricing strategy.
Understanding Pricing Psychology
Price Signals Quality
Readers use price to judge quality before reading reviews or sample:
Very low price ($0.99) signals:
- Amateur work from beginner writer
- Author desperate for any sales
- Lower quality (probably needs more editing)
- Not worth time investment even if cheap
- Exception: Book 1 in proven series with hundreds of positive reviews
Very high price ($9.99+) signals:
- High quality, professional production
- Confident, established author
- Significant value and substance
- Worth the premium investment
- Exception: Unknown author with zero reviews can't command this yet
The $2.99 Threshold
Amazon's royalty structure creates a natural pricing floor:
- $0.99-$2.98: 35% royalty
- $2.99-$9.99: 70% royalty
- $10.00+: 35% royalty
This means $2.99 is the minimum for 70% royalty, making it the effective floor for serious indie publishing.
Example:
Book at $2.98: 35% royalty = $1.04 per sale
Book at $2.99: 70% royalty = $2.09 per sale
One cent difference = double the revenue per sale.
Lower Price Doesn't Equal More Sales
Intuition says: "Cheaper = more people buy." Reality often disagrees.
Why:
- Price signals quality (cheap = looks amateur)
- Voracious genre readers don't care about $3.99 vs. $5.99
- Casual readers judge by cover and reviews more than price
- Very cheap prices attract bargain hunters who don't review or engage
- Optimal price balances volume × royalty for maximum revenue
The math:
Scenario A: 100 sales at $0.99 = $35 in royalties
Scenario B: 40 sales at $3.99 = $112 in royalties
Scenario B earns 3× more despite 60% fewer sales.
Pricing Affects Amazon's Algorithm
Amazon rewards revenue, not unit sales. Books that generate more money get better algorithmic treatment and visibility. A book selling fewer copies at higher price can rank better than one selling more copies at bargain price.
Need help finding your optimal price?
River's AI helps you analyze genre pricing conventions, calculate price points based on length and positioning, create launch strategies, and understand when discounting helps vs. hurts sales.
Calculate My Book PriceGenre-Specific Pricing Conventions
Why Genre Matters
Each genre has established pricing norms. Readers expect these ranges. Going significantly outside conventions makes you less discoverable and hurts sales.
How to Research Your Genre
Step-by-step:
1. Go to Amazon in your specific genre
2. Look at Top 100 paid books in that category
3. Filter for indie authors (not Big 5 publishers)
4. Note price ranges for:
- Debut authors (under 20 reviews)
- Established indie authors (200+ reviews)
- Series starters vs. later books
- Standalone books
5. Calculate the average
6. Identify the most common price (the sweet spot)
Common Genre Pricing (2026 Standards)
Romance (Contemporary, Historical, Paranormal):
- Length: 60K-80K words
- Standard: $3.99-$4.99
- Series starters: Often $2.99 or free
- Established authors: $4.99-$5.99
- Note: High-volume genre, voracious readers, frequent sales
Mystery/Thriller:
- Length: 70K-90K words
- Standard: $3.99-$5.99
- Series starters: $3.99-$4.99
- Established: $5.99-$7.99
- Note: Readers willing to pay more, less frequent purchases
Science Fiction:
- Length: 80K-120K words
- Standard: $4.99-$6.99
- Space opera: $5.99-$7.99
- Note: Longer books justify higher prices
Fantasy:
- Length: 90K-150K words
- Epic fantasy: $6.99-$9.99
- Urban fantasy: $3.99-$5.99
- Note: Length and world-building justify premium pricing
Literary Fiction:
- Length: 70K-90K words
- Standard: $4.99-$9.99 (wide range)
- Note: Readers expect "serious" books to cost more
Young Adult:
- Length: 60K-90K words
- Standard: $3.99-$5.99
- Note: Audience has less disposable income
Cozy Mystery:
- Length: 60K-75K words
- Standard: $3.99-$4.99
- Note: Lighter reading, often priced lower than thrillers
Novellas (any genre):
- 20K-40K words: $0.99-$2.99
- Note: Shorter = reader expectation of lower price
Launch Pricing Strategy
Launch Price ≠ Long-Term Price
Many successful indie authors use different pricing at launch than long-term.
Strategy 1: Launch Low, Raise Later
Approach: Launch at $0.99-$2.99 for first 30 days, build momentum and reviews, raise to standard price ($3.99-$5.99)
Pros: More initial sales volume, faster review accumulation, better initial ranking, algorithm boost from sales velocity
Cons: Lower revenue during launch, attracts bargain hunters who may not review, trains readers to expect low price, price increase can hurt momentum
Best for: Complete unknown authors, price-sensitive genres, series starters, building audience over immediate revenue
Strategy 2: Launch at Standard, Occasional Sales
Approach: Launch at genre-standard price ($3.99-$5.99), run occasional promotions to $0.99, return to standard between promotions
Pros: Signals quality from start, attracts readers willing to pay, higher revenue from launch readers, sales create urgency
Cons: Fewer initial sales, slower review accumulation, less immediate algorithmic boost, requires patience
Best for: Authors with some platform, professionally produced books, standalone books, long-term revenue focus
Strategy 3: Launch High, Never Discount
Approach: Launch at premium price ($5.99-$9.99), never discount, position as premium product
Pros: Maximum per-sale revenue, signals highest quality, attracts serious readers, premium brand
Cons: Very few sales without reviews, requires exceptional quality, requires existing reputation, risky for unknowns
Best for: Established authors, award-winning work, literary fiction, authors with existing audience
Strategy 4: Permafree Book 1
Approach: Make Book 1 permanently free, standard pricing for Books 2+
Pros: Massive exposure, rapid list building, series sales on later books, low barrier to entry for readers
Cons: Zero revenue on Book 1, many freebie seekers won't continue, requires complete series (3+ books)
Best for: Complete series in romance, mystery, or urban fantasy genres; building large audience; making money on volume × later books
KDP Select vs. Wide Distribution
KDP Select = Amazon Exclusive
Benefits: Kindle Unlimited page reads, free promo days (5 per 90-day period), Countdown Deals, potentially better algorithmic treatment
Page reads revenue: ~$0.004-$0.005 per page read. A 300-page book fully read earns ~$1.20-$1.50
When KU makes sense:
- Romance (50-70% of income often from KU)
- Fantasy/sci-fi (30-50% from KU)
- Mystery (40-60% from KU)
- Genre fiction with voracious readers
- New authors building audience
Pricing in KU: Can price higher ($4.99-$5.99) because KU subscribers don't pay per book—they'll "purchase" books they'd skip at purchase price
Going Wide = All Platforms
Platforms: Amazon, Apple Books, Google Play, Kobo, Barnes & Noble, etc.
When wide makes sense:
- Literary fiction (less KU penetration)
- International audiences (Apple strong internationally)
- Diversification preference
- Ideological reasons (avoiding monopoly)
Pricing wide: Must be consistent across platforms per Amazon's ToS—can't be cheaper elsewhere or Amazon price-matches automatically
The Calculation
KU decision depends heavily on genre.
Romance author in KU:
- 100 purchases at $3.99 = $280
- 200 KU borrows (300 pages) = ~$240-$300
- Total: ~$520-$580
Same author wide:
- 100 Amazon purchases = $280
- 20 other platform purchases = $56
- Total: $336
KU wins significantly for this genre.
Literary fiction wide:
- 50 Amazon purchases at $6.99 = $245
- 10 KU borrows = $12-$15
- Total in KU: ~$257-$260
Wide:
- 50 Amazon purchases = $245
- 25 other platforms = $122
- Total: $367
Wide wins for this genre.
When and How to Discount
Discounting Can Help or Hurt
When discounting helps:
1. You have reviews (20+ minimum): Discounts attract browsers, reviews convert them
2. Series starter: Discount Book 1 to sell Books 2-5 (loss leader strategy)
3. Relaunch: Book's been out 6+ months, sales plateaued, discount + promotion creates new life
4. Holiday/event: Black Friday, summer reading, creates urgency
5. New release coming: Discount backlist to remind readers you exist, build momentum
When discounting hurts:
1. Brand new (0-10 reviews): Low price + no reviews = looks bad, not bargain
2. Too frequent: Always on sale = that's the real price, no urgency
3. Standalone books: No follow-up purchase to make up revenue
4. Premium positioning: Frequent discounts undermine "serious author" brand
How to Discount Effectively
Limited time only: 3-5 days maximum, creates urgency, advertise the deadline
Deep discount: Go to $0.99 or free, not $3.99 to $3.49 (pointless—dramatic change gets attention)
Promote the discount: BookBub (best), Bargain Booksy, Freebooksy, email list, social media—discount alone doesn't drive sales
Return to regular price: Don't leave discounted permanently, urgency requires limited time
Common Pricing Mistakes
Mistake 1: Pricing Based on Feelings
"I worked so hard, it should be $9.99."
"I don't want to seem greedy, $0.99 is safe."
Your feelings don't determine market value. Price based on genre conventions, comp titles, strategic goals, and data—not emotions.
Mistake 2: Racing to the Bottom
"I'll be the cheapest in my genre!"
Result: Signals low quality, attracts non-engaging bargain hunters, revenue too low to sustain career or afford advertising.
Mistake 3: Overpricing Unknown Work
"It's as good as [Bestseller], so same price."
Reality: Unknown author + $9.99 + zero reviews = zero sales. Must earn higher pricing through reviews and reputation.
Mistake 4: Constant Price Changes
Changing price weekly looks desperate, confuses algorithms, prevents consistent brand.
Mistake 5: Ignoring Royalty Math
Pricing at $2.98 instead of $2.99 costs you 50% of revenue per sale. Never price just below $2.99 threshold.
Mistake 6: Permanent $0.99 for Your Only Book
Can't build sustainable income, can't afford marketing, signals amateur forever. (Okay for series starter, not for standalones.)
Testing and Adjusting Your Price
Your First Price Isn't Permanent
Pricing strategy evolves. Test, measure, adjust, optimize.
Testing protocol:
Weeks 1-2: Launch at researched genre standard, observe sales, page reads, conversion rate
Weeks 3-4: First adjustment—if sales strong consider raising $1, if weak consider lowering $1
Months 2-3: Find price where sales stabilize (your baseline)
Month 4+: Periodic promotions—discount to $0.99 for 3-5 days, measure boost and return to baseline
What to track: Daily sales/borrows, revenue, conversion rate, review accumulation, rank changes, read-through (if series)
When to raise price: 50+ positive reviews, consistent sales, comp titles cost more, added books to series, won awards
When to lower price: Sales near zero, good reviews but not selling, initial price outside genre norms, pivot to loss-leader
Optimize for Revenue, Not Volume
Goal: Maximum revenue over time, not maximum unit sales.
100 sales at $0.99 = $35
30 sales at $4.99 = $105
The 30 sales wins.
Special Pricing Considerations
Box Sets and Bundles
If you have multiple books, bundling can increase perceived value and revenue:
Individual pricing: Three books at $4.99 each = $14.97 total if reader buys all
Box set pricing: Three-book bundle at $9.99 = 33% discount
Reader perception: "Great deal! Saving $5!"
Your reality: Readers who'd buy all three individually are rare. Box set attracts new readers who wouldn't commit to three separate purchases.
Box set strategy: Wait until series is complete (or at least 3 books published). Price at 30-40% discount from individual prices. Market to binge-readers. Keep individual books available—some readers prefer buying one at a time.
Print Pricing Considerations
Print books require different pricing math:
Calculate print cost first: Amazon print cost depends on page count. A 300-page paperback costs ~$4.50 to print.
Add desired royalty: If you want $2.50 royalty per print sale, retail price = $4.50 + $2.50 = $7.00 minimum
Consider retail norms: Most indie paperbacks: $11.99-$16.99 depending on length and genre
Ebook can't exceed print price: Amazon's ToS forbids ebooks costing more than print (prevents forcing customers to expensive format). Price print first, then ensure ebook is equal or lower.
Common structure: Ebook $4.99, Print $13.99. Print buyers pay premium for physical object, which readers accept.
International Pricing
Amazon allows you to set different prices for different marketplaces (US, UK, Canada, Australia, Europe, etc.).
Auto-conversion vs. manual: Amazon can auto-convert your US price to other currencies, OR you can manually set each marketplace price.
Consider purchasing power: $4.99 USD might be expensive in some markets, affordable in others. Research norms for each major marketplace.
Most authors: Use auto-conversion for simplicity unless you're seeing strong sales in specific international markets worth optimizing.
Series Pricing Architecture
If writing a series, think architecturally about pricing across all books:
Strategy A: Hook-and-Ladder
- Book 1: $0.99 or free (hook readers)
- Books 2-4: $4.99 (standard pricing)
- Book 5 (finale): $5.99 (slight premium, fans will pay)
Strategy B: Consistent Pricing
- All books: $3.99
- Build reader trust through predictability
- Works well if readers buy entire series at once
Strategy C: Ascending Value
- Book 1: $2.99
- Book 2: $3.99
- Book 3: $4.99
- Each book delivers more value, readers invested, will pay incrementally more
Choose architecture based on your genre norms and reader behavior. Romance often uses hook-and-ladder. Fantasy sometimes uses ascending value (later books are longer, more complex).
Your Pricing Strategy Action Plan
Step 1: Research Your Genre (Do This First) - [ ] Identify your specific genre/subgenre - [ ] Browse Amazon Top 100 in that category - [ ] Filter for indie authors (not Big 5) - [ ] Note prices for debut vs. established authors - [ ] Calculate average and identify sweet spot - [ ] Find 3-5 comp titles with similar length/positioning Step 2: Determine Your Launch Price - [ ] Start with genre sweet spot as baseline - [ ] Adjust for your book length (longer = can price higher) - [ ] Consider your review count (fewer = price lower) - [ ] Factor in quality level (professional = genre standard, DIY = lower) - [ ] Ensure price is at or above $2.99 for 70% royalty - [ ] Choose launch strategy (standard, low-then-raise, premium, or permafree) Step 3: KDP Select or Wide Decision - [ ] Research KU penetration in your genre - [ ] Calculate potential KU page read income - [ ] Compare to estimated wide distribution income - [ ] Consider your goals (maximum exposure vs. diversification) - [ ] Make informed decision based on genre norms Step 4: Set Promotional Calendar - [ ] Months 1-3: No discounts (build reviews at standard price) - [ ] Month 4: First promotion if you have 20+ reviews - [ ] Plan promotions around new releases or holidays - [ ] Never discount permanently Step 5: Track and Optimize - [ ] Monitor daily sales and revenue - [ ] Calculate average sales per day - [ ] Test price adjustments after 30-60 days - [ ] Raise price as reviews accumulate - [ ] Optimize for revenue, not volume
Final Thoughts: Strategic Pricing Builds Careers
Your book's price isn't about what you feel it's worth. It's not about what you need to earn back your investment. It's not about what big publishers charge or what you wish readers would pay. It's strategic business decision based on market research, reader psychology, and your specific goals.
Price too low and you signal amateur quality, attract bargain hunters who don't engage, and can't sustain career or afford marketing. Price too high without reviews and reputation, and readers skip you entirely. The sweet spot: genre-appropriate pricing that signals quality, attracts your target readers, optimizes revenue, and allows you to build sustainable career.
Most new authors either underprice out of insecurity ("Who am I to charge what real authors charge?") or overprice out of ego ("I worked so hard, it's worth premium price"). Both hurt sales. Research beats guessing. Strategy beats feelings. Data beats hope.
Research your genre thoroughly. Find comparable titles. Price within established conventions. Test and adjust based on results. Use discounting strategically, not desperately. Build your pricing strategy alongside your career—first books might be loss leaders, tenth books can command premiums.
Your pricing strategy evolves as you build reputation, reviews, and backlist. Start smart, test continually, optimize relentlessly. That's how indie authors build sustainable careers—one strategic pricing decision at a time.