How to price your book in australia

One of the biggest questions for authors is:

How much is my book actually worth? 

Setting the right price is part art, part business. Price it too high, and you risk scaring off readers. Too low, and you undercut your work and may never recoup your investment. Here’s how to approach pricing in the Australian market — with both industry insight and practical advice for authors just starting out.

1. Understand Your Costs

Before you even think about your retail price, you need to know how much it costs you to produce the book. In Australia, for authors who publish through an independent publisher, costs typically include:

• Editing

• Cover design and interior formatting

• ISBNs and barcodes

• Printing

• Distribution

• Marketing

Knowing these costs gives you your floor price — the minimum you need to charge to break even (or ideally, make a profit).

2. Know the Market

To set a price that feels right both to you and your audience, look at what similar books in Australia are selling for. Here are some insights:

• According to recent reporting, a $36.99 paperback has been used as a benchmark price in Australia. Books+Publishing+1

• Booksellers often apply a 45-55% discount to their purchase from the publisher, meaning that publishers and self-publishers need to be realistic about how much they’ll actually receive per sale. Books+Publishing+1

3. Decide Your Distribution Strategy

Where you plan to sell your book has a huge impact on what price makes sense:

• Direct sales / your own website: You might be able to keep a higher margin, because you bypass major retailer discounts. But you’ll also need to factor in shipping and handling, especially in Australia, which can increase costs.

• Retail (bookstores): If you want your book stocked in physical bookstores, you need to account for the standard trade discount. As mentioned earlier, discounts of 45-55% are common.

• Print-on-Demand (POD): A popular choice for self-publishers. This dramatically reduces your upfront risk because you don’t have to print thousands of copies.

• Short-run or bulk printing: If you're printing a batch to supply to bookstores, your per-unit cost may be much lower, but you’ll also carry inventory risk and up-front investment.

Understand how your distribution choices affect cost and then build in your margin on top.

4. Factor in Margins, Royalties & Profit

When pricing, think about:

1. Your break-even bottom line: This is based on your costs (publishing + printing).

2. Your desired margin: How much do you want to make per copy, after all costs?

3. Realistic royalty: In traditional publishing in Australia, authors often get less than 10% of the Recommended Retail Price (RRP). Books+Publishing+1

4. Discounts and returns: If you're working with bookstores, remember that a large portion of the retail price goes to the bookseller. According to data, average bookseller discounts are around 45-55% for trade titles. genesis.imgix.net+1

5. Be Aware of Rising Publishing Costs in Australia

It’s not just you: the cost of making books in Australia has gone up.

• According to Books + Publishing, pulp and converted paper costs have risen by 51%, and printing costs by 34% over 15 years. Books+Publishing

• Wages for publishing professionals have also increased, while the average retail price of books hasn’t kept up proportionally. ANU Research

• What this means: your production costs might be higher than you think, so pricing conservatively low could mean undercutting your sustainability as an author-publisher.

6. Think About Perceived Value

Price isn't only about covering costs — it's also a signal of quality.

• A higher price can communicate that your book is professional, polished, and valuable.

• But you must back that up: if you're charging top-dollar, make sure your editing, cover, and formatting are strong.

• Consider your audience and the format: If your readers are more price-sensitive (e.g. young adult, or non-fiction for casual readers), you may lean toward lower pricing. For a premium or specialised niche (art books, business, niche nonfiction), you might justify a higher RRP.

7. Be Strategic with Multiple Formats

Offering different formats lets you reach more readers and set different price points.

• eBook: eBooks in Australia often price between AU$2.99–$8.99, depending on genre, length, and platform. a-whim-away.com.au

• Paperback: As discussed, perhaps AU$18–38 depending on size, page count, and cost.

• Hardcover or premium editions: If you produce a premium version, you can set a higher RRP — but make sure your print costs and perceived value support it.

8. Use Professional Publishing Advice

If you're working with a professional publisher, printer, or self-publishing service, lean on their experience.

• Bowerbird Publishing, for example, provides transparent cost structures and help you understand what pricing makes sense for your print run, format, and goals.

• Our insight can help you model scenarios: “If I print 200 copies, what should my RRP be vs printing 50 copies?”

Also, be prepared to test and iterate. Market response sometimes surprises you. If you're selling via your website, at fairs, or at events, you may be able to adjust your price, run bundles, or offer promotions aligned with your goals — whether that’s reach or revenue.

9. Use Resources & Learn from Experts — Including 6 Steps to Self-Publishing

Finally, remember you don’t have to figure it all out alone. There are resources, guides, and books designed to help you navigate pricing, production, and more.

One excellent resource is my book, 6 Steps to Self-Publishing with Crystal Leonardi, available from my website at www.crystalleonardi.com/bookshop. In it, I walk you through not just pricing, but the entire self-publishing journey — from editing to launch — with practical, real-world advice tailored for Australian authors.

10. Price with Confidence - and Kindness

Pricing your book is a balancing act. You want to:

• cover your costs,

• make a fair profit,

• appeal to your audience, and

• remain competitive in the Australian market.

But it’s not just a financial decision — it’s about valuing your work. If you set a fair price that reflects your investment of time, talent, and money, readers will see that value. And as you grow, refine your approach: adjust based on sales, feedback, and what other authors in your niche are doing.

Above all, be kind to yourself through this process. Self-publishing is as much a journey of learning and growth as it is about business. With thoughtful pricing, professional help, and a clear strategy, you can put your book in the best position to succeed.