How to Price a Self-Published Picture Book for Profit

Picture books are costly to print in full colour, and every sales channel takes a different share. Pricing too low is the quiet killer of many self-published picture book businesses. Work out what you actually keep in each channel before you set your price.

Where the money goes

• Selling direct (events, schools, your own website): you keep the price minus your print and delivery cost. This is usually your highest-margin channel, so prioritise it.
• Amazon KDP: you receive a royalty share of the list price minus the print cost. Check KDP's current royalty terms for your marketplace.
• Bookshops via a wholesaler: you keep the list price minus the wholesale discount minus print cost.
• Consignment with a local shop: the shop pays you an agreed share when a copy sells. Agree terms in writing.

A simple way to check your numbers

For each channel, write down the retail price, the channel's cut or discount, and your print and delivery cost. Subtract to get your profit per copy. If any channel comes out at or below zero, change the price, the format or the channel.

Rules of thumb

• Price within the range of comparable books in the same format. A paperback priced like a hardback won't sell.
• Check your print cost at the final page count and trim size. Every extra spread costs money.
• Keep event prices simple, with a bundle such as "one for £8, two for £15" to lift the average spend.
• Offer signed, dedicated copies at a premium on your own site. Gift buyers love personalisation.
• Don't race to the bottom. Picture book buyers are far less price-sensitive than adult ebook buyers.

Hybrid printing

Many successful self-published picture book authors use a hybrid approach: a small print run (or a bulk print-on-demand order) for hand-selling at schools and events, where profit per copy is highest, and print on demand for online and trade orders.

Do the maths in minutes: The Picture Book Launch Kit includes a Pricing & Profit Calculator template and a full chapter on pricing for every channel.