7 Critical Strategies for Marketing Books on Amazon Like a Pro

by Penny Sansevieri | Nov 19, 2024 | Amazon Updates & Marketing Tips

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Marketing books on Amazon and navigating the vast marketplace as an author can be both exhilarating and overwhelming. As an author myself, I get it.

And let’s face it, it’s often confusing.

But fortunately, when it comes to marketing books on Amazon effectively, it’s often the simplest things that give you the best return on your investment.

With some clever strategies and Amazon-specific know-how, you can boost your book’s visibility and sales.

Here are seven distinct tactics to help you market your book on Amazon effectively.

1. Reverse Engineer the Competition for Better Performance

Most authors choose categories that are big and broad – but it’s tough to compete like that.

Instead, find books in your genre that are performing well, then dig into their Amazon categories. Amazon allows authors to choose up to three categories but many times, authors don’t get creative enough with these. Meaning, big categories are great, but narrow subcategories are better.

Take note of competitors’ categories and check for hidden subcategories that match your book’s genre but have less competition, so you have a better chance of ranking better – or even grabbing the bestseller flag!

2. Optimize Your Book Description Using HTML Tags

Amazon allows HTML formatting in book descriptions which can really help make your book stand out. And don’t let the term “HTML” dissuade you from doing this, because it’s easy. Simple tags like <b> for bold text and <i> for italics can make key selling points pop and emphasize call-to-action phrases.

And adding bullet points can help to create a better structure and it makes it easier for your readers to scan your description. Bullet point tags are like <ul> and <li> make it your description more readable.

Creative formatting helps communicate the value of your book in a way that’s visually appealing and organized, which can increase conversions.

3. Leverage A+ Content to Showcase Your Book’s Unique Value

Amazon’s A+ Content really allows you to enhance your book’s retail page with rich visual media, including additional text and images. Amazon’s A+ content should be used to expand on your book’s topic, share editorial reviews, highlight your book’s unique point of view, benefits or characters.

It’s a fabulous way to keep readers on your page longer, and it shows that you’re an author that’s willing to put in extra effort to create a positive experience for them – which can be priceless.

4. Start Using Keywords Beyond the Basics

I talk a lot about Amazon optimization – in fact I’ve written a bunch of books on the topic. But this trick is something that is not only free, but super underused.

We often focus on keywords for the backend of Amazon – or if you’re working with a publisher, you’ll send them the keywords. But beyond that, your entire retail page should be optimized and longtail keywords are a great way to do that.

Adding keyword strings to your book description – or your subtitle – is a great way to gain more visibility on Amazon.

Little known fact: Amazon scans retail pages for keywords so the system can make sure to put your book in the right spot.

You can also add keyword rich verbiage to your bio and the different sections provided by Author Central, so get creative and don’t skimp on this very real, very free, optimization strategy.

5. Create Targeted Amazon Ads Using Reader Specific Data

Amazon ads can seem daunting, but they’re a goldmine if you get specific.

First, define a reader persona for your book: age, interests, favorite authors, preferred genres.

Then create Amazon ads that mirror these characteristics.

Use narrow targeting to reach readers who are likely to enjoy your book, using keywords based on popular comparable authors or themes. Running ads with precise reader personas in mind will help you avoid wasting ad spend on general audiences who are less likely to buy.

6. Pay Attention to your Amazon Book Page

I talk about this a lot, in my book, on our blog and in our podcast – but it’s worth mentioning again because I still see authors making mistakes in this area.

Too many authors don’t spend enough time making sure their retail pages are tight, that book descriptions are well-written and enticing to the reader, that everything looks top notch and appealing.

If you’re unsure if your retail page is doing what it needs to, visit the pages of bestselling books in your category. And be sure to read all your page’s content out loud. Does it sound like something people will buy? Or could it use some work?

Also, don’t forget about your bio and your author photo. I’m amazed at how many authors are a grey box on Amazon – which is unfortunate because details matter to readers. If you can’t be bothered to upload a photo and include a personalized bio, why should they spend their money on your book?

7. Add Enhancements via Author Central

There’s a lot you can do with Author Central, including adding information that wasn’t appropriate in the book description or adding enhanced book details under “From the Publisher” section.

Use all the sections provided through Author Central to connect directly with potential readers by sharing more background related to the book.

This can be an invaluable tool for self-published authors and small presses alike, providing an additional platform to shape readers’ perceptions and engage them before they even start reading. Make it personal and compelling.

Marketing your book on Amazon requires more than a surface-level understanding of keywords and categories.

Fortunately there are a lot of free ways to promote and enhance your book that can have a massive impact.

By digging into some of these strategies you’ll be positioning yourself for greater visibility, improved sales, and, ultimately, a stronger author brand on Amazon.

Remember, a well-optimized Amazon page doesn’t just attract readers; it sells your book and converts them into fans.