Why does my Lulu price have to match my retail price?

ModeratorModerator Creator
edited February 2018 in Publishing Process

Print Books

Print books with distribution have one suggested retail price for all retail sales; on Lulu, Amazon, and Barnes & Noble. A single retail price is not only a good business practice, it ensures that our retail partners are not selling your title at a disadvantage. Also this practice complies with international markets operating under a "fixed-price law."

Your royalty on sales through the Lulu Marketplace, however, is significantly higher than the royalty on sales where the retailer buys at a discount from Lulu or one of our distributors.

Like other retailers, you may choose to offer a discount from the suggested retail price. To apply a discount to your book, see: Adding / Revising Discounts.


While all print books in retail distribution are sold under a reseller model, eBooks can be placed into distribution through either agency or reseller (wholesale) models.

Distribution: Agency Model

In the Agency distribution model, the author sets the price of their book and chooses retail outlets on which they wish to sell their book. In exchange for allowing an author access to the buyers on their retail site, the retailer retains 30-44% of the list price determined by the author, depending on country and currency. Under the agency model, the author agrees to sell their book at the same price in the Lulu bookstore and on their author website.

For example, if a Lulu author chooses to distribute their eBook to the Apple iBookstore, the NOOK Bookstore, and the Lulu Bookstore these retailers act as sales agents and must sell your book at the price you set. Agency sales are reported in your revenue report by retailer.

For iBookstore pricing examples, see How to get your book on the iBookstore.

Distribution: Reseller Model

In the Reseller distribution model, an intermediary agrees to purchase your book at the wholesale price in order to resell it to a consumer or another retailer. In this model, once a retailer has purchased the book from the reseller, they can then sell it for any price they choose. Whether the retailer chooses to sell your book at a huge markup or offers deep discounts from the list price, the author will always earn the designated wholesale revenue on each purchase made on the selected retailer's site. The benefit of the reseller model is that authors and retailers can set their own prices and offer discounts to stimulate sales. 

For example, if a Lulu author chooses to distribute their eBook through the Ingram network (globalREACH Distribution), Ingram will act as a reseller. When your Book sells on any of Ingram's affiliate outlets (Kindle and Kobo), the retailer will actually be purchasing the eBook from Ingram, who will in turn report sales back to Lulu. Reseller sales are displayed in your revenue report as Ingram sales, regardless of the retailer from which the book was purchased. 

IMPORTANT NOTE: When you select Kobo and/or Kindle distribution, all other selected retailers (except Lulu) convert to the reseller revenue model.

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