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The US store has the normal price at $17 and marked as on sale at $10. So the normal price matches with conversion about right.

The price in Denmark matches the price in Japan, so it looks like pricing is similar.

Since the book doesn't launch until Monday, there is also a prerelease price that is a few dollars lower.

The price in France shows the ongoing sale: 10,56€ instead of 15,09€.