I don't have an absolute set maximum. It depends on the book.
There is one current series where I'll pay whatever it takes to get the next book the moment it's available (indeed, a couple of years ago when Kobo had the then-newest book out a week before release date, I cancelled my Amazon $13.99 pre-order and got it on Kobo for around $17), and a few others where I'll go to $9.99-$12.99.
I do price comparisons even for those, though, and unless some shop sells the book early, I'll get it where it's cheaper / if possible, use a coupon.
Anything else...
Well, with my TBR list as long as it is now, and now that I'm not bothered by country-hopping any longer and do it for price as well as to bypass restrictions (honestly, for a long while I felt uneasy about doing it for price reasons - but then I figured that if publishers are okay with offering excellent deals for their major markets in countries where people earn much more, I'll be damned if I sit here with my $11-$15 average price per any book, with no deals ever, because at those prices, I really couldn't afford to buy as much as I read), I generally don't go above $4.99 for most books I'm somewhat-but-actively interested in or above $2.99 for the "ooh, never heard of this before but it sounds possibly interesting / hmm, not really my current genre, but I've switched genres before when I get tired of something, and it's highly praised, so I can just as well get it".
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