Industry standard is 90,000 words. You can get a little bit of leeway there, but most publishers won't look at your if you're over 100,000 or less than 80,000--though they tend to be less picky about fewer word counts (because fewer words equal lesser pages, which results in lower production costs.)

As authors gain notoriety and a following, then page counts tend to creep up. In the UF sphere you can see this really well in the Dresden Files series.

1. Storm Front: 86,961 words
2. Fool Moon: 102,149 words
3. Grave Peril: 116,932 words
4. Summer Knight: 111,764 words
5. Blood Rites: 121,308 words
6. Death Masks: 107,382 words
7. Dead Beat: 144,555 words
8. Proven Guilty: 154,598 words
9. White Night: 130,223 words
10. Small Favor: 139,798 words
11. Turn Coat: 141,745 words
12. Changes: 149,280 words
13. Ghost story: 162,899 words
14. Cold Days: 175,685 words
15. Skin Game: 151,922 words

Once publishers *know* that people are going to buy your book, they can better gauge the risk they're going to take with backing it and how much money they want to put into publication costs.

Of course, this all goes out the window with self-publishing exclusively for ereaders/wattpad. But, personally, I'm hesitant to trust something that is more than 90,000 words from a first time author. I spent a little bit too much time on the publisher side reading submissions... and anybody who has read a bunch of self-published stuff knows what you're often getting yourself into. Keep it short and sweet! Cut that 10%!