In the ongoing battle of perception between Amazon and Hachette, we've had to speculate on the substance of the conflict. An intriguing post in the Kindle Forums by the Amazon Book Team makes a bold statement to publishing and Indie authors; lower e book prices are on the table.   With this update, we're providing specific information about Amazon's objectives. A key objective is lower e-book prices. Many e-books are being released at $14.99 and even $19.99. That is unjustifiably high for an e-book. With an e-book, there's no printing, no over-printing, no need to forecast, no returns, no lost sales due to out-of-stock, no warehousing costs, no transportation costs, and there is no secondary market -- e-books cannot be resold as used books. E-books can be and should be less expensive. It's also important to understand that e-books are highly price-elastic. This means that when the price goes up, customers buy much less. We've quantified the price elasticity of e-books from repeated measurements across many titles. For every copy an e-book would sell at $14.99, it would … [Read more...] about Amazon’s Objective: Lower E book Prices