Books are cheaper this holiday season, thanks to an online price war now in its second month. Walmart kicked things off in mid-October when it cut the price of 10 of the most-anticipated new hardcovers including novels from Stephen King and Dean Koontz to $10 apiece for people ordering on the retailer's website before the books were officially released. Within a few hours, Amazon had matched the offer. Walmart's response: cut the price to $9. Amazon matched that too. So Walmart went to $8.99, as did Target, which started offering the 10 books for $8.99. Naturally, Walmart went to $8.98. Book publishers were horrified, afraid that such prices would stick typically, these sorts of books sell for three times as much and eventually threaten their profitability. When Nov. 3 rolled around, the date many of the titles officially went on sale, Walmart and Target started raising their prices, but Amazon didn't, prompting Walmart to begin cutting its prices again and the American Booksellers Association to ask the Justice Department to look into whether such cut-rate pricing is predatory.