Pricing a self-published book is a genuinely open decision, since there is no publisher setting a price on the author’s behalf and no single "correct" answer to copy. That openness can feel unhelpful when what is wanted is a straightforward number, but a workable price is reachable by comparing similar books, checking real earnings, and being clear about what the price is meant to achieve.
This guide sets out that process, format by format, without inventing demand curves, psychological pricing rules or promised outcomes that this article cannot responsibly make. For the earnings side of the picture, see our fuller [self-published author income guide](/resources/author-business/how-much-money-can-a-self-published-author-make).
Why there is no single answer
A price that suits a 300-page debut thriller does not suit a 60-page short story collection, and a price that suits a well-established author’s tenth book does not automatically suit a first-time author’s debut in the same genre. Genre expectations, book length, production quality and the author’s existing audience all shift what a sensible price looks like, which is why a fixed universal figure would be misleading rather than helpful.
Step one: gather comparable prices
- 1
List genuinely similar books
Match on genre, approximate length, and similar production standard — not the category’s single runaway bestseller.
- 2
Record prices by format
Ebook, paperback and hardback prices for each comparable title, since these are set independently.
- 3
Note the range, not just an average
A range shows where a reasonable price sits; a single average can obscure real variation in the category.
Step two: check net earnings at candidate prices
For each price you are considering, work out the actual amount you would keep per sale, by format, using the platform’s current royalty terms and, for print, its manufacturing cost calculator. This step matters because two prices that look similar to a reader can produce very different earnings for the author, particularly around ebook royalty pricing bands, which can change; check current terms rather than relying on older figures.
Step three: decide what the price is meant to achieve
| Objective | What it might mean for price | Trade-off to weigh |
|---|---|---|
| Match category expectations | Price within the comparable range identified in step one | Straightforward, but does not optimise for anything specific |
| Maximise visibility for a new book or series opener | A price nearer the lower end of the comparable range | Lower earnings per sale; only makes sense with a clear reason, such as a series first book |
| Reflect a longer, more heavily produced book | A price nearer the upper end of the comparable range | Needs the production quality and length to genuinely support it |
| Sustainable per-sale income at modest volumes | A price checked against net earnings, not just retail comparison | Requires knowing your actual costs and earnings figures, not guesswork |
Format-specific considerations
Ebook pricing usually has more flexibility and lower stakes to test, since there is no manufacturing cost involved; paperback and hardback pricing has to account for print cost, which varies by page count, trim size and printing option and directly affects what remains after a sale. A price that looks reasonable for an ebook may not translate directly to print once production cost is factored in.
Pricing worksheet
Private worksheet
Book pricing worksheet
Work through this for each format you sell. It is a private planning tool: nothing is scored, and it will not tell you to lower your price — it is meant to make the trade-offs visible so you can decide.
Your answers stay in this browser tab only. Nothing is scored, sent or saved to an account.
What not to assume
- That a specific number (99p, £2.99, £9.99) is inherently correct for all books.
- That price alone determines whether a book sells.
- That the highest price in the category always signals the highest quality, or the lowest always signals the best value.
- That a price, once set, cannot reasonably be revisited later.
Reviewing the decision later
A pricing decision is not permanent. It is reasonable to revisit price if the comparable category shifts, if the book’s production changes (a new cover, a fresh edit), or after enough time has passed to see a pattern in sales at the current price. Changing price as a single, deliberate step, rather than alongside several other changes, is what makes any future review meaningful.
Common mistakes
- Picking a price by instinct rather than comparison. A quick guess skips the useful step of seeing what genuinely similar books charge and why.
- Ignoring net earnings and looking only at retail price. Two similar-looking retail prices can produce very different actual earnings once royalty structure and format cost are accounted for.
- Setting a price with no objective behind it. Without deciding what the price is meant to achieve, there is no sensible way to judge afterwards whether it worked.
- Pricing every format the same without checking costs. Print formats carry manufacturing costs that ebooks do not; a price that works for one may not work for another.
- Treating the first price chosen as permanent. A price can reasonably be revisited as the book, the category or the author’s situation changes.
Frequently asked questions
Is there a standard price for self-published ebooks?
No single standard price exists; a sensible price depends on genre, length, production quality and what comparable books currently charge.
Should paperback and ebook be priced the same?
Usually not — they have different production costs and are generally priced independently, though it is worth keeping the gap between them reasonable.
How do I find out my actual earnings at a given price?
Check the current royalty terms and, for print, the manufacturing cost calculator on the platform you use, since these figures can change and vary by marketplace.
Can I change my price after publishing?
Yes, price can generally be changed after publication; it is worth doing so deliberately, as one variable, and observing the pattern before changing anything else.
Does this replace the earnings calculator on your Q200 guide?
No — this worksheet is about deciding a price; see our [self-published author income guide](/resources/author-business/how-much-money-can-a-self-published-author-make) for the fuller picture of what shapes author earnings overall.