You've spent months working on your book, proofread it, designed a stunning cover and are ready to finally present it to the world. But before you press the "Publish" button, there's one more important decision to make: What price should your book have?
Pricing is both an art and a science. As a self-publisher, you have the freedom to set your own price, but this also means that the responsibility for sales and profits lies with you. Too low a price can devalue your book, while too high a price can scare off potential readers.
In this article, I'll show you how to find the sweet spot and develop a pricing strategy that both values your work and attracts readers.
Why a well thought-out pricing strategy is so important
- First impressions count: The price is one of the first impressions readers get of your book. It influences how your book is perceived - as a bargain, as a high-quality product or as something in between.
- You are in control: Unlike traditional publishers, you have full control over pricing. This means that you keep a larger share of the revenue and can tailor your pricing strategy optimally to your goals.
- Price as a marketing tool: The prize is not just a number, but also a marketing tool. You can use it to position your book, attract new readers or reward your loyal fan base.
Fixed book prices: What you need to know
Before we look at specific prices, it is important to take a look at the fixed book price fixing to throw. In some countries (e.g. Germany, France, Japan) there are laws that stipulate that books must be sold at the same price everywhere. This means that you, as the publisher, set the price and all booksellers must adhere to it.
You can find out more about fixed book prices here.
Price ranges in different markets: An overview
To get a feel for the right pricing, it's helpful to look at the usual price ranges in different markets. Here are some guidelines (as of March 2025) for paperbacks and hardbacks in different countries:
Paperbacks
- USA: 12,99 – 18,99 $
- Great Britain: 7,99 – 12,99 £
- Germany: 10,00 – 16,99 €
- France: 10,00 – 20,00 €
- Japan: Under 1,000 ¥
Hardcover
- USA: 20,00 – 35,00 $
- Great Britain: 15,00 – 25,00 £
- Germany: 18,00 – 28,00 €
- France: 18,00 – 30,00 €
- Japan: 1.300 - 2.000 ¥
Please note that these are only guidelines. Actual prices may vary depending on genre, target audience and production costs.
The most important factors in pricing
- Production costs: Take into account all the costs involved in creating your book, including editing, cover design, formatting and printing costs.
- Competitor analysis: Investigate similar books in your genre and find out how they are priced. Look for bestsellers and successful indie titles.
- Target group: Who should read your book? Are your readers price-conscious or willing to pay for quality?
- Psychological pricing: Use psychological effects by using prices such as 14.99 $ instead of 15 $.
- Your brand as an author: Are you a new author or do you already have a loyal fan base? Adjust your prices accordingly.
- Marketing strategy: Plan promotions and discounts to generate interest in your book.
Practical tips for pricing
- Be competitive: Check the prices of similar books in your genre.
- Consider your costs: Make sure that you cover your production costs and make a profit.
- Use discounts strategically: Offer time-limited discounts to boost sales.
- Experiment: Try out different prices and observe how sales develop.
- Value your work: Don't set the price too low so as not to jeopardize the quality of your book.
Conclusion: The right pricing is a balancing act
Pricing your book is a balancing act between competitiveness, profitability and appreciation of your work. Take the time to research your market, calculate your costs and try out different strategies.
Remember: the price is not set in stone. You can adjust it at any time if market conditions change or you gain new insights.
With a well-thought-out pricing strategy, you can maximize sales, satisfy your readers and expand your success as a self-publisher.