unrulyhedge

(Read this report from the Institute for Self-Reliance if you really want to get into how they’re hurting the economy.)

They’re so omnipotent at this point that they’ve normalized the discounted prices for books as the standard. I can’t tell you the number of times I’ve had someone come up to me and tell me what the price on Amazon is, expecting me to match it. The number of times I’ve been told, “Oh, it’s cheaper on Amazon, I’ll just get it there.” Even at author events, where book sales DIRECTLY CONTRIBUTE to whether or not that bookstore will be able to get more authors in.

So when you go into a bookstore, and you’re asked to pay $27 for a hardcover, remember: THAT IS THE COVER PRICE. Set by the publishers. The bookstore is not upcharging you. They are asking you to pay the value of the book. Amazon’s low prices come with a cost. Please, just keep that in mind. 

The cost of the book is the advance for the author, it’s the salaries for all the people who work on it (including editors, yes, but also designers and marketers and publicists and lawyers and accountants and everyone else who makes sure publishing works). It’s the cost of printing the books and the materials to print those books on and the warehouses to store those books in. It’s keeping the literal lights on.

Amazon routinely sells books at or *below* wholesale cost. Meaning that when you ask a bookstore to ‘price match’ Amazon, you’re literally asking them to give you the book for free, or even take a financial loss on it. 

‘So how can Amazon do it?’ you ask? The answer is Amazon does not care about losing money. It sells goods at a loss continuously. (Don’t believe me? Just search “Amazon quarterly losses” and you can find article after article about this) Why? Because its goal isn’t to sell the most things, it’s goal is to be the only place where you CAN buy things. They gouge prices on goods to a point where brick and mortar retailers absolutely cannot compete and they do it with the singular goal of eliminating competition.

Things have value. They represent many people’s time and labor. For books, specifically, they represent tremendous cultural worth that extends far beyond the value of the paper they’re printed on. We have to appreciate the value of goods and be willing to pay a fair price that will support and nurture industries.