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In hopes that this will help, here's the original query and answer.
How should I price my book for a bookstore?
The normal discount off the cover price to a bookstore is 40%.
You can set a lower discount, like 20%, if you want. It's not unusual for small press to do that.
A distributor like Ingram usually asks for a 50 to 60% discount, so they can in turn offer a 40% discount to bookstores.
This is why margins are very thin in publishing and getting your "per book" cost down is important -- if you plan to distribute through bookstores. If you are planning to have most of your distribution through direct sales, you can have a higher per unit cost because you're keeping more of the retail price for yourself.