> ## Content Index
> Fetch the complete content index at: https://www.hypebot.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# iTunes Hits $1.29 But EMI, Amazon And Walmart Buck Pricing Trend
- URL: https://www.hypebot.com/itunes-hits-129-but-emi-amazon-walmart-buck-trend/
- Published: 2009-04-08T08:39:16.000Z
- Updated: 2009-04-08T08:39:16.000Z
- Description: Yesterday iTunes dropped all remaining DRM and launched variable pricing. As predicted, the major labels and some major distributed indies upped prices on hit product to $1.29. EMI Holds At. Continue reading [https://www.hypebot.com/hypebot/2009/04/itunes-hits-129-but-emi-amazon-walmart-buck-trend
- Author: Bruce Houghton
- Tags: Uncategorized, #wp, #wp-post, #Import 2026-01-21 11:03

Yesterday iTunes dropped all remaining DRM and launched variable pricing. As predicted, the major labels and some major distributed indies upped prices on hit product to $1.29\. 

**[![EMI](http://hypebot.typepad.com/.a/6a00d83451b36c69e20115700772ce970b-75wi)](http://hypebot.typepad.com/.a/6a00d83451b36c69e20115700772ce970b-pi?ref=hypebot.com)** 
**EMI Holds At 99 Cents**  
EMI appears to be the one major label not jumping on the price increase bandwagon. A Wednesday morning survey of iTunes showed hit product by Coldplay and other EMI artists still at $.99\. During the original transition to DRM-free, first mover EMI had been criticized for demanding a $1.29 price point. This time EMI may be waiting to gauge consumer reaction before raising prices.  
[![Walmart logo](http://hypebot.typepad.com/.a/6a00d83451b36c69e201156f11027b970c-100wi)](http://hypebot.typepad.com/.a/6a00d83451b36c69e201156f11027b970c-pi?ref=hypebot.com)**[![AmazonMP3logo](http://hypebot.typepad.com/.a/6a00d83451b36c69e20115700775c3970b-100wi)](http://hypebot.typepad.com/.a/6a00d83451b36c69e20115700775c3970b-pi?ref=hypebot.com)**  
 **Amazon & WalMart Hold Down Prices**  
The price of hit product from Sony, Universal and WMG also rose to $1.29 on Napster and Rhapsody yesterday. But while they increased prices slightly, Amazon and Walmart.com   
thus far kept them well below $1.29 at $.99 and $.94 cents respectedly. All download stores pay the same wholesale price; so presumably Amazon and Walmart are accepting much slimmer margins to offer lower prices than iTunes.

**[![Sony new logo](http://hypebot.typepad.com/.a/6a00d83451b36c69e201157007786a970b-100wi "Sony new logo")](http://hypebot.typepad.com/.a/6a00d83451b36c69e201157007786a970b-pi?ref=hypebot.com)** 
**Sony Forces $1.29 On All Stores**  
The glaring exception is hit product from Sony and its distributed labels which is priced at $1.29 an all retailers including Amazon and Walmart. Unlike all other labels and distributors, Sony offers its music to all download stores using the so-called [agency model](http://www.billboard.biz/bbbiz/content%5Fdisplay/industry/e3i9b83c368b14067224aa1b57a4ccfdea3?ref=hypebot.com) which enables the label group to control the final sale price.