Amazon Coloring Book Trends - July 2025 - $9.99 As The New Standard

We’re only a few days into July, but the adult coloring book scene on Amazon already looks different from last month. The big reason? Amazon’s new royalty rules that started on June 10.

Let’s break it down with how pricing changed, what big brand nailed their pricing strategy, and which new coloring books are making waves.

$9.99 Becomes the New Standard for Adult Coloring Books

Amazon’s new royalty model decreased royalty percentages for any coloring book priced under $9.99, which applied to nearly all of the best sellers before June. Even early last month when the June 10th price changes were on the horizon, only 9 of the top 50 were already priced at or above that $9.99 threshold. 

That left coloring book creators with two options. Raise prices or lose profit on every sale. Most chose to raise. Now, $9.99 is the norm across the top 50. Only seven of the current top 50 coloring book for grown-ups are priced below the $9.99 threshold.

Now let's talk about one heavy-hitting coloring book publisher and how they perfectly executed their pricing strategy. 

Coco Wyo’s $7.99 Wait-and-Strike Strategy

Coco Wyo continues to lead the pack with 20 of the top 50 bestsellers on this month's coloring book for adults list on Amazon. Their pricing strategy paid off. How did they handle the royalty shakeup? 

Step 1: Held at $7.99 longer than most publishers. This helped them maintain strong sales volume while competitors adjusted.

Step 2: Shifted to $9.99 after the rest of the market had already moved. At that point, customers were used to the new pricing.

Result: No loss in rank. Better profit per sale. Total dominance.

Coco Wyo played it cool and came out on top.

Adult Coloring Book Charts Remain Stable Despite Price Hikes

Even with the pricing shakeup, the charts barely moved. Only 8 new titles joined the top 50 in July. That means 42 books from June are still holding strong.

Momentum and visibility continue to matter more than price. If a book was selling in June, chances are it’s still selling now.

Let's take a look at a few of the new additions to the best-sellers list. 

New Release: Girl Moments Vol. 2 Is a Standout

A strong follow-up to the original hit, Coco Wyo's Girl Moments Vol. 2 is packed with uplifting reminders, relaxing activities, and charming girl-centered themes. There are 40 colorings pages to enjoy with this one. It’s the kind of book that straddles the line between giftable and personal. Its early success suggests strong brand loyalty and smart targeting.

Step-by-Step Coloring Books Are Trending on Amazon

How-to-style coloring books are having a moment. Vivi Tinta's How to Color fits right into that trend, offering a friendly, step-by-step guide for beginners. It covers common coloring techniques like blending and shading without being overwhelming. The clean layout and clear instruction make it especially appealing for those new to the hobby or looking to improve their skills.

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