Amazon’s experiment with lower priced ebooks is impacting the online retailer’s bestseller list and might be influencing Avon’s decision to discount about 60 of its titles as well.

Almost one-third of the books in Amazon’s top 100 are part of the company’s Kindle Sunshine Deals.

According to paidcontent.org, about 80 percent – 24 books – were not Kindle bestsellers before prices were slashed.

The two-week promotion includes lower pricing on about 650 ebooks. The prices range from $0.99 to $2.99. The Sunshine Deals all come from small- to mid-sized publishers like Candlewick, Bloomsbury and Sourcebooks.

The apparent enthusiasm for discounted titles is in keeping with a recent survey which found that the heaviest buyers of ebooks are significantly influenced by low prices.

My critique partner is one of those people. She’s purchased so many of the lower-priced ebooks in the last couple of days, that her credit card company’s fraud department called to make sure her card hadn’t been stolen. I guess they thought they had a bargain book thief on their hands?     

Right now the major publishers set their own prices and pay Amazon a commission. The success of Sunshine Deals could influence them to lower prices. Avon might already be convinced. The publisher tweets that it will slash prices on about 60 of its titles.

On Twitter and Facebook, Avon announced its “Summer Sale,” with titles available for $1.99 and $2.99. Sophie Jordan’s “Wicked Nights with a Lover,” (above right) is one of the reduced titles. It is now $2.99.

I love Jordan so, of course, I bought it. In fact, I purchased so many books at Avon’s summer sale that Amazon had to remind me that I had already purchased one that I tried to buy.

If this trend of reducing ebook prices continues, I foresee big trouble ahead for me!   

It looks like publishers want in on all of that ebook action that’s allowed little-known and self-published authors to make their mark in digital books.

Amazon has launched Kindle Sunshine Deals – a two-week promotion which includes lower pricing on about 650 ebooks. The prices range from $0.99 to $2.99. The Sunshine deals all come from small- to mid-sized publishers like Candlewick, Bloomsbury and Sourcebooks.

Most titles were published at least a year ago. However, sale-priced pre-orders are available for “The Soldier” by Grace Burrowes and “Wish You Were Here” by Philippa Ashley.

None of the ebooks currently offered at the lower prices appears to be from the six major U.S. publishers. Those publishers use the agency model, which allows them to set their own ebook prices and then pay Amazon a commission. However, although they are not involved, the “Big Six” are paying attention.

Sunshine Deals is “an opportunity for publishers to test compelling pricing coupled with on-site merchandising,” Sarah Gelman, PR Manager at Amazon, told PaidContent.org. “We’re excited about the number of publishers who are participating.”

Does this mean the big publishers might one day adjust their pricing? The recent Consumer Attitudes Toward E-Book Reading survey shows the most active ebook buyers are heavily influenced by free samples and low prices.

If Sunshine deals drive sales, it’s likely major publishers could soon be looking to offer more discounts on their ebooks…and that’s great news for readers!

Amazon says it is now selling more ebooks than paperbacks and hardbacks combined.

“Customers are now choosing Kindle books more often than print books. We had high hopes that this would happen eventually, but we never imagined it would happen this quickly – we’ve been selling print books for 15 years and Kindle books for less than four years,” Amazon Founder and CEO Jeff Bezos says in a press release.
 
According to Amazon, they’ve sold 105 ebooks for every 100 print books. Free Kindle ebooks are not included in that calculation, which would make the number even higher. The online retailer has already sold three times as many ebooks in 2011 as it did during the same period in 2010.

Read the full press release here.