What are the differences among the Lulu price, the retail price, and the wholesale price?
When you publish your book on Lulu, you set a selling price. This is the Lulu selling price. Remember: Price = Production Cost + Royalty + Lulu Commission For books, the production cost is the materials/base cost ($4.53) + printing costs (# pages × either 2¢/page black & white or 15¢/page color). Distribution introduces two other “prices” — retail and wholesale. Retail price is the price a customer pays for your book without any discounts. When your book is listed in the Books In Print, the retail price is listed. Wholesale price is the price at which Lulu sells your book to a wholesaler or retailer. The distributor, pays for your book and decides what to charge retailers for your book; retailers then decide what to charge consumers for your book. The wholesale price is based on discounts extended to the wholesaler or retailer. When you price your book, the Lulu website sets a minimum wholesale price, but you may always set the price higher.
