Textbook season is here. If I had to choose the area of greatest ignorance among FBA (Fulfillment by
Specifically, a failure to understand that for FBA (Fulfillment by
I can say this, and say it again (and I have), and people still refuse to believe that I consistently receive $35 for textbooks priced for one penny merchant fulfilled. Nearly every single textbook ranked better than 800,000 will sell for $25 (or more) during textbook season. This is a FACT that is completely independent of how much these same textbooks are selling for merchant-fulfilled.
It is staggering how much money people leave on the table by refusing to price outside their comfort zone. I am continually astonished at how carelessly FBA (Fulfillment by
Keep living in your fantasy land where everyone only buys the top listing, but the people who know how to really price textbooks will be over here, making the most money.
Why textbooks are the perfect recipe for attracting Prime subscribers
After doing the numbers and learning that 64% of my customers were Prime subscribers, it became much less of a mystery as to why people were paying so much more for an FBA (Fulfillment by
First, college students make up a disproportionately large percentage of Prime subscribers due to the
Second, textbook buyers are usually operating on a time constraint, need a book by a fixed date, and need to make sure its there on time. This makes Prime vastly more appetizing for textbook buyers. Between the free tracking number, the free second-day shipping, and the trust people have in
I’ll say it one more time
There is almost no limit to how much more you can charge for a mid-to-well-ranked textbook and still get the sale. I price almost every textbook ranked above 1 million at $35, and usually get the sale.
Don’t take my word for it. Try it.
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Thanks for the great post. I routinely list these kinds of books around $15 (and occasionally $25 if the sales rank is particularly good on a $.1 merchant fulfilled textbook). I think this past is the kick in the pants that I needed to just go $25 on all of them.
It’s really amazing. I didn’t believe books would sell at that markup until I tried it.
Thanks for the great blog Peter. Question: what ballpark timeframe should I expect an average textbook to sell in starting from from the time I purchase and list it?
That question would be impossible to answer, because sales rank is a very fickle thing. I only get concerned that my price may be too high if I get through two textbooks seasons (fall and winter) and the book hasn’t sold. If, after two semesters of textbook sale surges, the book still hasn’t sold, I will then take a closer look and drop the price.
Thanks for all your info Peter! What’s your take on selling fiction vs non-fiction books (textbooks, how-to’s, bio’s, etc.)? I’ve heard of merchants staying away from fiction because of all the penny books & really low margins. Thanks!
I cover this in Amazon Autopilot pretty extensively: Fiction is the least profitable book category. Especially hardcover fiction (which I always avoid). I break down in the book every major book category and how profitable I’ve found them to be, and what to look for within each category. Too much to break down here, but in general, I don’t spend much time on fiction.
Hi Peter,
Great stuff! I have read a few of your books and have implemented many of your strategies with a great deal of success! I live on the east coast in a VERY dense academic area = can be very profitable!I price my textbooks fairly high and they sell well with FBA and I don’t shy away from textbooks in the millions as long as they’re relavent.
Question…I recently came across a variety of law books that are worth upwards of $300 a piece. Due to their worth and weight would it make more sense to sell them merchant fulfilled? They are all ranked 500,000 or less.
I never consider something worth selling MF that isn’t worth selling FBA. The weight fees are so small as to be insignificant, and more than offset by the higher price you can set as an FBA seller.
Peter,
I been using your recommended Prep Pak Ship for a month or 2 now. Curious what % of OA sourced stuff you send to them. I was sending it all, but recently had a few shipments come to me with new or LN books to see if I could actually send them in as N or LN, as I would normally call them VG if sent to the prep company. Also considering trying another company as a backup. Any thots?