Canuck_in_Japan has it right. This is bad research. Wouldn't it make much more sense to compare the physical bestseller list to the electronic one?
Anyway, if anyone wants to compare the physical SF/horror/fantasy bestseller list to the e-book SF/horror/fantasy bestseller list, it's pretty easy to do so. However, currently the ebook SF section is kind of warped due to people purchasing Guin Saga en masse.
BTW, Japan has a retail price maintenance system for books (although not for ebooks), which means lack of discounts on physical books is the norm in Japan. I think any analysis of agency pricing in the Japanese kindle store should take into account existing retail prices and expectations.