Google Inc. is making the leap from digital librarian to merchant in a challenge to Amazon.com Inc. and its Kindle electronic reader.

Hachette has joined MacMillan and HarperCollins to be the third major publisher to push Amazon on higher prices. Amazon's $9.99 e-book structure has collapsed dealing a major blow to the device that popularized e-book technology.

During an earnings conference call at News Corp., the parent company of HarperCollins, CEO Rupert Murdoch expressed his displeasure with Amazon's $9.99 price model. Featuring authors including Michael Crichton and Janet Evanovich, the book publishing arm may mimic Macmillan's maneuvering that resulted in greater pricing flexibility.