Check the sweetness 10 minutes before the jam is done to adjust and add more sugar if needed.
Because I like my jam texture something like a thick compote (it's more versatile that way - I can eat it over ice cream, or with yogurt), I don't add pectin or gelatin, and I stop the cooking when the jam has the texture of a thick stew. When it cools, it'll thicken even more, but it won't have that solid gel texture of a storebought jam.