Amazon has given authors who publish their ebooks exclusively through the site via KDP another potent merchandising weapon: the ability to offer timed price discounts. Called Kindle Countdown Deals, the new initiative lets authors and publishers create their own price promotions and promotes them via a highlighted Amazon page. Timed price deals can last from one hour up to seven days, and titles that already qualify for the 70 percent royalty rate retain that share even if the discount drops them below the standard $2.99 threshold. All it takes is giving Amazon an exclusive.