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I also want to mention that before the publishers went Agency model, Amazon was only giving 35% royalties to publishers (self-published or otherwise), within a certain price point.
A few days separate from Apple's launch of iBooks, Amazon increased the royalties to 70%, within certain regions (if you buy a book here in the Philippines, you still get 35%) and within certain price points ($2.99 ~ $9.99).
And beyond the $9.99 price point, Amazon actually dictates the terms (less royalties and certainly less profitable than setting the eBook price at $9.99... that's why the Baen eBook Bundles aren't available at Amazon, because it stops being profitable for Baen under Amazon's terms) so they have influenced the price of eBooks in the market.
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