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Depends on the author for me.
If it's one of my favourite authors with a brand new ebook, I'll probably go up to around £7. For one of their old ebooks ie one I've read in paper format already, up to £5.
For authors I've never tried before, I might pay £3-£4 depending on reviews etc.
Most of the ebooks I read are free (classics or Amazon freebies) but I pay for around 2-3 ebooks per month.
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