| Question: I find that our Amazon listing prices must | | | | successful with higher-priced books. |
| be at the bottom end of the price scale, or our | | | | Unfortunately, for more common books which make |
| books don't sell. We upload to Amazon via HomeBase | | | | up the vast majority of your unit sales, you are |
| and also sell on ABE, Alibris, and Biblio. Can you clarify | | | | forced to be more competitive on price simply |
| a decent pricing strategy for Amazon that will get us | | | | because the buyers are more uninformed and |
| to the $10 to $15 price range? | | | | careless. While buyers of the high-end books seem |
| ANSWER: You are right, selling commonly available | | | | to scroll through every listing and put some thought |
| used books promptly on Amazon Marketplace does | | | | into their choice, buyers of the low-end books seem |
| depend on being "visible" in the listings. So that usually | | | | to make a snap decision -- they don't consider much |
| means having a price low enough to be one of the | | | | of anything except price. I'm continually mystified by |
| three lowest-priced listings displayed when the buyer | | | | these buyers who will buy from a dealer with horrible |
| clicks on "new and used." | | | | feedback just because the book is priced a penny |
| For scarcer books, I recommend pricing in the higher | | | | less! After all, why would you spend your |
| range of available listings on Amazon Marketplace. I'm | | | | hard-earned money with a seller who has only 80 |
| referring to uncommon books that you know (from | | | | percent positive feedback? Common sense tells you |
| researching comparable listings on AddAll.com, for | | | | it's a gamble, and there's a 20 percent chance you'll |
| example) are worth over $40. In that case, I | | | | be unhappy with the transaction. |
| recommend waiting out the lower-priced competition | | | | I've been able to raise my average sale price over |
| on Marketplace. | | | | time by concentrating more on acquiring unique, |
| Customers who are shopping in this upper price range | | | | specialized books. For me, this means esoteric |
| pay lots more attention to the information in the | | | | nonfiction, for sellers with more expertise in fiction |
| listing, such as book condition, shipping options, and of | | | | collectibles, it could mean first editions of great |
| course the seller's feedback and apparent care in | | | | literature. Over the years I've gotten a lot better at |
| writing the description. So in that case you're | | | | finding great books and having the confidence to pay |
| competing more on service and reputation than just | | | | for them. When I started out I wouldn't spend more |
| price. Lowball sellers on Amazon are not particularly | | | | than $2 on any book. |