According to Amazon e-book prices should be lowered to 99p

In an article in the Daily Mail Amazon´s publishing chief David Naggar stands up for the lowering of e-book prices. According to Naggar e-books should not cost more than 99$cents if publishers want to sell more. His statement provoked a lot of protest among the publishers who do not want such prices, not only because of money reasons, but also because of the danger to the current supply chain.
According to Naggar, a price reduction could prevent the fall in sales of e-books, -17% in 2016. He suggests that traditional publishers should invest less money in marketing and PR for bestsellers and slash prices just like self-publishers.

Read David Naggar´s arguments and the reactions of a number of big publishers in the article by Natahsa Onwuemezi and Katherine Cowdrey.