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Every ebookstore would love to be able to draw customers through low prices. Fictionwise's owners are just as aware of Amazon's Kindle Edition prices as the rest of us. Unfortunately their prices are limited by their suppliers-- yes they do have some room to move but they also have expenses to meet.
I wouldn't be surprised if many books cost the independents (FW, BoB, CyberRead, etc.) more than the price Amazon is selling them for. I'm sure they're working to try and get prices down, but I'm also sure Amazon is trying to keep their price differentiation too.
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