No one but she and her publishing company are actually going to make money off the millions of Deathly Hollows books sold. Amazon has over 1,000,000 pre-orders world wide. Bookstores are planning events. But because discount competition is so fierce, the book will be sold at cost or at a loss. It seems that with Deathly Hollows, JK Rowling has pulled off an extraordinary feat: making her book so desirous that it will cost everyone to read it, even the retailers.