My Life carries a suggested retail price of $35, but in keeping with customary industry practice, the book is being discounted at many outlets. Online retailers are offering My Life at the lowest prices, with Buy.com’s $17.50 the lowest of the low. Wal-Mart is sellng the book for $18.90 online, and a spokesperson said that while stores can set their own discounts, most outlets are carrying the book for around $19. The $24.50 price at B&N stores reflects the chain’s traditional 30% discount on bestsellers.