Despite raising its control of the e-book market share to 65 percent in recent years, Amazon has yet to be able to get on the same page with book publishers.
But so far, this has already been a year for change.
The online retail giant has just announced its closing of a fourth deal with a major book publisher, meaning it's now cozied up with four of the "big-five" book publishers in arrangements that will allow each to set their own book prices - with a little added financial incentive to err on the side of keep-it-cheap-for-readers pricing.
Breaking down the "big-five"
HarperCollins is the latest to ink a deal with Amazon - following just behind Hachette, Simon & Schuster, and Macmillan.
PenguinRandomHouse, the last of the "big-five," remains at large - but that cold shoulder is bound to melt sometime.