I have no idea whether the price war is anything to do with Amazon, but I would prefer to think that it's because nearly every bookshop has offers on their printed copies - Asda has 2 for £7.00 on the majority of books they carry. The Works has 3 for £5. And WH Smith usually has half price book of the week as well as Buy one get one half price, and Waterstones has 3 for 2 on the most popular books.
And if the printed copeis are on offer then why shouldn't the digital ones. If they aren't to lose their customers they have to think of ways to maintain their readership.
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