No matter what genre you write in, nailing your book promotion on Amazon is critical for success in today’s market.
And I know firsthand that it’s always a challenge to navigate the algorithm, keep up visibility, and compete with the onslaught of books that populate the site on a daily basis.
So let’s dig into some known, and lesser-known ways to gain more visibility on Amazon. Some of these may surprise you!
Refresh Your Book Page
Your Amazon book page is not a “set it and forget it” strategy. And I’m not suggesting that you get in there on a daily basis and make updates, but as authors, we often forget to add things that could really benefit our book sales. For example: did you win an award, or were you a finalist for one? Does your bio need updating? What about a refreshed author photo? Is there a review you got that hasn’t yet made it onto your Amazon book page?
Once a quarter, check out your Amazon book page and really dig into adding or updating things, maybe even tweaking your book description to better serve your market based on reviews and feedback you’ve gotten!
Always keep this in mind: successful book promotion on Amazon really comes down to expertly catering to what your potential buyers are looking for. That should always be the goal.
Refresh Your Book Cover
Is your book cover as strong as it can be? This is an important question whether your book has been out for a while, or you’re just getting ready to launch. I know first-hand that picking a solid book cover can be a real struggle, it needs to not only be something you like, but something that resonates with your audience.
If your cover is not exactly right, you’ll start to get clues if you’re being open to doing what’s best for your brand. Often it’ll be reflected in the reviews or lack of reviews. You may have gotten feedback from bloggers that the cover didn’t quite fit the genre. Or perhaps bloggers and other influencers aren’t responding to your pitches even though you have some decent reviews on Amazon – the higher you aim the more important details like covers, descriptions, etc. matter. Why? Remember, they get pitched hundreds or thousands of books a month, they don’t have to settle for less than the best of the best. And if you know you wrote an amazing book, it might be your cover that’s preventing those doors from opening up.
To the degree that you can, swapping out a book cover that isn’t serving you can really help boost your book promotion on Amazon. And, by the same token, holding back your book release till your cover is exactly right may be the best decision you could make.
Make Sure Your Keywords and Categories Are Correct
We know that keywords and categories are crucial but are yours exactly right for your market? If you’re not sure, maybe this is a good opportunity to invest some time in re-evaluating your keywords and categories. And speaking of categories – beware of the “dead-end” categories on Amazon. We just did a podcast on this, so find it through our link in the Resources section!
Optimize Your Book Title and Subtitle
Your book’s title and subtitle are your first opportunity to grab potential readers’ attention. Ensure they are compelling, keyword-rich, and reflect the essence of your book. I realize changing your title isn’t an easy fix, but there are a lot of ways to get creative with your subtitle if your book is already out. If your book hasn’t released yet, this is a reminder to really consider if you’ve landed on the perfect options.
Run Amazon Ads
I know that this is easier said than done because Amazon ads can be confusing. It takes time and effort to do them the right way, but trust me when I say that it’s absolutely worth it.
Not only will Amazon ads get you in front of readers you may not have otherwise had access to, but it’s also a great way to capitalize on all your other book promotion efforts on Amazon.
Leverage Author Central
I’m always surprised how many authors have never claimed their Author Central page. And honestly, a lot of them that have, have never explored all the options to ensure they’re not leaving any opportunities on the table. This is your author hub on Amazon, and it allows you to connect with readers, share your bio, and even share some book recommendations (yours!). Make it engaging and personable and use all the features as additional opportunities to sell your book and convince shoppers you’re a sure thing.
Create Amazon Video Shorts
I used to love adding video to my Author Central page, and though Amazon has pulled that feature, you can still upload short videos to your book page. Create a fun, short, engaging video around your book – start with a short introduction or thank you note to your readers, and you may be surprised what other ideas you come up with once you complete your first one.
You can even upload video shorts from the Amazon app on your phone!
Maximize Social Proof
Social proof is the psychology behind the idea that people like what other people like: so put all your social proof on display. Whether it’s an award, or a finalist for a contest, a great review or a mention by a thought leader or influencer, whatever it is, show it proudly on your Amazon book page by highlighting it on your retail page through all the options I mentioned on Author Central.
Discounted eBook Promotions
They’re a fun and easy way to drive more traffic to your book page on Amazon. And you don’t have to make your book free, not at all. Just discount it by $1 or $2 and be sure to call attention to the fact that it’s cheaper for a limited time – new readers will love the chance to get to know your work and a sale is a great way to drive more readers to your brand!
Bonus tip: limited-time discount promotions are also a great time to ask current fans to recommend your book to friends, have them tag people in posts on social or forward your special email announcement.
Don’t Forget About Goodreads
Amazon has recently begun including Goodreads ratings on book pages, and I think we’re going to see more of this cross-promotion between the sites, so don’t forget to claim your author page on Goodreads and run giveaways throughout the year when you need a big boost in visibility.
Cross-promote with Other Authors
There’s power in numbers and certainly, with all the books being published these days, we’re seeing a lot more collaboration between authors. This could be a cross-promotion in newsletters – or a newsletter swap to help promote your discounted deal. Whatever it is, it’s never a bad idea to start getting to know other authors in your market and seeing what kind of magic that collaboration can create!
Successful book promotion on Amazon is an ongoing process. Don’t be discouraged by slow starts and be open to trying new strategies to see what works best for your book. The key is to build a strong online presence, connect with your readers, and continually refine your promotional efforts.
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