The Price Manipulation Amazon Doesn’t Want Authors to Know About
Amazon has long been a dominant force in book sales, often adjusting prices to undercut competitors and maximize its market share. I have talked about Amazon’s underhanded tactics before. They terminate accounts without quality control or following up, and how their algorithm will bury you in their massive pile of books to play favorites. However, a disturbing sales tactic has been brought to my attention—Amazon is not just lowering prices to drive sales; it is also inflating book prices above the author’s suggested retail price. This pricing manipulation can disrupt sales momentum, confuse customers, and ultimately reduce an author’s earnings—all while Amazon pockets the difference.
Amazon’s Pricing Power: What’s Happening?
Many authors have noticed fluctuating prices on their books and usually is adjusted down to make prices more competitive and drive sales. A client brought to my attention that Amazon will also adjust the prices higher than the suggested retail price (set by the author). I mistakenly assumed it was due to an error in their setup process. I suggested placing your prices in barcodes and pricing things consistently across platforms.
Recently I was setting up some direct sale links for a client and doubled back on the Amazon links where I discovered the prices were hiked $10 ABOVE their suggested price. That was outrageous.
Amazon reserves the right to change the price at will, whether it benefits them by increasing revenue or by controlling the rate of sales. Here’s what we know:
- Amazon may price your book lower to attract more sales, often undercutting other bookstores.
- Amazon may price your book higher than your set retail price, potentially deterring purchases and affecting your sales rank.
- Authors do not receive more royalties when Amazon raises the price—the company keeps the extra money.
- This pricing strategy is within Amazon’s terms of service, meaning authors have no control over the changes.
Many authors have reported these fluctuations on forums like Reddit, only to have their concerns dismissed by KDP as within their terms. However, if these tactics are intentional and systematic, it is downright sinister.
What Can Authors Do?
If Amazon can change your price without your consent, what steps can you take to safeguard your book sales? While you may not be able to stop Amazon from adjusting prices, you can control how your book is distributed and where your readers make their purchases.
1. Prioritize Direct Sales
Your website or a dedicated landing page should be your primary sales hub. Selling directly to readers through platforms like Shopify, Payhip, or WooCommerce gives you full control over pricing and allows you to retain more profit. You also have the option of setting up your POD directly through IngramSpark and Lulu. I teach you about this in InPrint Academy, which covers all the distribution options and how to get set up.
- Set up an online store and promote it as the best place to buy your book.
- Offer exclusive bonuses (signed copies, behind-the-scenes content, or discounts) for those who purchase directly from you.
- Collect reader emails during the checkout process so you can nurture future sales without relying on Amazon.
2. Distribute Wide Instead of Exclusive
Amazon’s KDP Select program can be tempting, but exclusivity ties you to their unpredictable pricing strategies. Instead:
- Publish through IngramSpark in addition to KPD, which allows distribution to multiple retailers like Barnes & Noble, Bookshop.org, and indie bookstores.
- Use platforms like Draft2Digital or PublishDrive to get your book on Apple Books, Kobo, and other international marketplaces.
- Encourage readers to buy from independent bookstores or from you directly by linking to sites like Bookshop.org, which supports local stores.
3. Set Up a Barcode with a Printed Price
While Amazon often disregards the price printed on your book, including it in your barcode may offer an additional layer of control, especially for distribution outside Amazon.
- When setting up your book, ensure the Suggested Retail Price (SRP) is printed directly on the back cover.
- Some bookstores are more likely to honor the printed price rather than Amazon’s fluctuating one.
4. Educate Your Readers
Your audience may not realize that Amazon manipulates book pricing. By informing them:
- Explain on your website that buying directly from you ensures they get the book at the best price.
- If Amazon raises the price above the retail price, notify your email list and provide alternate purchasing links.
- Use social media to reinforce that purchasing directly supports the author more than an Amazon purchase.
Final Thoughts
While Amazon remains a powerful sales channel, its pricing tactics highlight the importance of diversifying your distribution and prioritizing direct sales. By taking control of where and how your books are sold, you reduce reliance on a platform that changes prices at its discretion. Empower yourself as an author by building a sustainable sales strategy that doesn’t leave your success up to Amazon’s whims.
Stay informed, stay strategic, and keep your sales in your hands—not Amazon’s.
If you want more tips like this or if you want to know your best options for publishing, check out my resources page where I share all kinds of free information to help you make the best choice for your projects. Go to EditsbyStacey.com for more information or to schedule a free one-hour consultation.
