Amazon is by far the biggest player in the book retail world, and as an indie author, it’s important to understand how it works if you want to get your book into the hands of readers. While it’s tempting to just upload your book and forget about it, there’s a lot more to Amazon that every indie author should know to maximize their success.
1. You Need to Claim Your Book on Author Central
Once your book is published, it’s essential to claim it on Amazon’s Author Central. Setting up an Author Central account is straightforward—just go to their author login, sign in with your Amazon account, and follow the instructions to claim your book. Doing so gives you the ability to personalize your author page, add your photo, bio, and even links to your social media or website. It’s your opportunity to make a first impression on readers and ensure your page is an accurate representation of you as an author.
Remember, your Amazon Author Central page is different from a publisher page. It’s a space solely for you, the author, and it gives you the chance to build your brand. Make sure to update your information regularly, just like you would on your personal website.
2. Amazon Reviews are SO Important
One of the most powerful tools you have as an indie author is Amazon reviews. Having 50 or more reviews on your book can significantly increase its visibility and help you appear in the “Also Bought” section, a feature that recommends your book to people who are looking at similar titles. Amazon loves reviews, and the more you have, the more your book will be promoted.
But be cautious—Amazon has a strict policy against “nepotism” when it comes to reviews, so don’t try to orchestrate a campaign with friends and family unless they’re genuine readers. You can, however, ask readers who have enjoyed your book to leave an honest review. Since Amazon acquired Goodreads, reviews from that platform are also starting to appear on your Amazon book page, increasing your book’s credibility.
Timing is also crucial when it comes to reviews. Getting preorders and reviews in the first week after your book launches can greatly improve your chances of making bestseller lists, which in turn increases your visibility on the platform. So, don’t forget to ask readers to review your book early and often.
3. Consider Running Amazon Ads
Amazon has made it easier for authors to run ads for their books directly through Author Central. While this was once only available to self-published authors using KDP (Kindle Direct Publishing), it’s now available to everyone. Running Amazon ads can be a great way to boost visibility, but they require careful planning.
If you don’t want to waste your money, it’s worth learning how to run effective campaigns. You can target specific demographics and even have your book show up in search results when someone looks for a more popular title. However, these ads require a lot of work to be successful. If you’re not familiar with the process, it might be worth hiring an expert to manage your ads. If you want to make the most of your budget, remember that the format of your book—whether it’s an eBook, paperback, or audiobook—may affect your ROI (return on investment).
4. You Can Control the “Also Bought” Feature
Amazon’s “Customers Who Bought This Item Also Bought” feature is a powerful way to help your book get noticed. While Amazon’s algorithms control the recommendations, you can influence it by encouraging readers to buy books that are similar to yours. For instance, if you’re a crime thriller author, suggest other crime thriller books to your readers.
One way to get linked in the “Also Bought” section is by doing cross-promotion with other authors. This can involve joint eBook discounts or mentioning each other’s books on your respective platforms. If your book is recommended alongside similar titles, it can lead to more sales.
Running Amazon ads can also help you get your book in the “Also Bought” section. By targeting books you admire or those with a similar audience, you can increase the chances that your book will show up next to them.
5. Amazon Controls Book Pricing
As an indie author, Amazon’s pricing structure can affect your royalties. Amazon pays authors 70% of the royalties on eBooks priced between $2.99 and $9.99. This pricing range has been in place for over a decade, and while it’s beneficial for authors in terms of royalties, it also reflects how Amazon influences the book market.
This pricing structure has shaped the expectations of both authors and readers. For instance, many authors feel compelled to price their eBooks at $9.99 or lower to stay competitive, which may limit their ability to charge what their work is worth. As an indie author, you should understand that Amazon has a significant hand in controlling the pricing landscape and should price your books with that in mind.
6. Amazon Discounts Don’t Affect Author Earnings
If you notice that your book is being sold for a price lower than its listed price, don’t panic. Amazon often discounts books—especially eBooks—but the author gets paid based on the list price, not the sale price. So, if Amazon discounts your book by 30%, you’ll still get your royalties based on the original price you set.
Amazon’s pricing strategies are part of a broader marketing plan, and they often use discounts to attract customers. While this can feel unsettling, especially when it’s your book, rest assured that your earnings are protected.
7. Check out Your Sales Data in Author Central
While Author Central provides a lot of useful information, don’t rely too heavily on the sales data it shows. The sales data in Author Central only reflects how many books Amazon has sold, not total book sales across all platforms. Nielsen Bookscan, which tracks approximately 70% of registered book sales, offers a more accurate picture of your sales, but even this is not a comprehensive measure.
Use the data in Author Central as a helpful gauge, but keep in mind that it doesn’t paint the full picture. If you’re serious about tracking your book’s performance, you may want to consider additional resources to supplement this data.
8. Amazon is Indie Author-Friendly
One of the advantages indie authors have over traditional publishers is the ability to access Amazon directly. Through Author Central, you can call Amazon for support or make changes to your book’s page. This is a huge benefit for indie authors who want to make quick updates or resolve issues.
On the other hand, publishers don’t have this level of direct access. They must go through distributors, which creates a layer of separation. If you’re with a publisher, work with them to ensure your Amazon listings are accurate. However, if you’re self-published, you can take matters into your own hands and have more control over your listings and changes.
Need more tips on using Amazon to promote and sell your book? Contact Pacific & Court for digital marketing packages and consultations!