Affiliate Disclosure: This post contains affiliate links, which means if you click on them and make a purchase, I will receive a small commission (at no extra charge to you).

An author acquaintance recently announced their new book in a manner that almost guarantees the announcement won’t sell any copies.

Why?

Because they provided a purchase link for an obscure book retailer. While I suspect that was probably to make a statement about how the author feels about Amazon, it’s the wrong link to use when you want to sell books.

When it comes to book sales, Amazon is where it’s at.

Amazon’s share of book sales

Simply put, Amazon sells more books online than anyone else.

Market researcher IBISWorld reports that Amazon is responsible for more than 80% of online book sales in the U.S.

More specifically, according to research firm WordsRated, Amazon has at least 40% of the print book market in the U.S. and 50% of that market in the UK. In addition, it claims two-thirds of e-book sales.

“Where should I sell my book?”

You want to sell your book where people are buying books. This data makes it clear that’s Amazon.

It appears that not everybody realizes this, though.

I’m reminded of this lack of awareness when authors-to-be ask in online groups and forums, “Where should I sell my book online?” or “Should I sell my book on Amazon?”

Both questions suggest:

• They didn’t research how book publishing works before they wrote their book – always a mistake.
• They aren’t book buyers, since most who buy online (the only way to purchase e-books) purchase on Amazon. (And book buyers are readers… and all writers should be readers…so writers should buy books.)

Amazon’s dominance means that it’s the most important place to offer your book for sale if your goal is to get it into the hands of readers.

More reasons to sell on Amazon

There are other reasons to use Amazon as your primary sales outlet, too.

One is that the retailer’s Kindle Direct Publishing (KDP) service makes self-publishing effective and affordable. In fact, without KDP, most self-published books would remain on authors’ computers, never reaching the people they wrote them for.

The KDP system also offers sales data and feedback you can use to monitor how and when your book is selling. This information can help determine which of your marketing activities are working – and which aren’t.

Amazon also offers marketing tools you won’t get elsewhere, including:

• The “read sample” feature (the former more obvious/less hidden “Look Inside”) that lets readers preview the book’s quality
• An easy way for readers to write reviews (a must-have)
• The ability to run on-site ads that can help your book show up in Amazon search results
• Amazon A+ Content, which lets you add quote graphics, photos, other images, and videos to your book’s sales page so it stands out and works harder to sell your books

What other online book retailer offers these services?

None.

Plus, this retail powerhouse offers an established customer base accustomed to buying everything from books to balloons to bassoons on the site.

(And did I mention that Amazon sells more books online than anyone else?)

Should you sell your book through other retailers, too?

If you haven’t enrolled your book in Amazon’s KDP Select program that gives Amazon exclusive e-book sales rights, consider selling your e-book on other retail sites as well. (The KDP Select distribution limitation doesn’t apply to print books.)

Barnes & Noble is probably the best known platform, but I regularly hear from authors who do well on Kobo while others like Smashwords. Those with a strong platform – a following – often sell from their websites, too.

Our article, “Where can you buy books online besides Amazon?,” is a good starting point for identifying where else you might want to sell your books.

Where I buy books online

Also consider your own book-buying habits as you explore options. For what it’s worth, here’s where I buy three book formats online. 

E-books

Amazon, because I read on a Kindle. It’s the logical choice.

Print books

Bookshop.org, where my account is linked to my local independent bookseller so it makes money every time I buy a book on the site. I buy in-person at a local bookseller as often as possible, but I use Bookshop to send books as gifts.

Audiobooks

Libro.fm and Chirp. Libro supports indie retailers in the same way Bookshop does, so my purchases there support my designated indie store. Chirp is owned by BookBub, which means that like with BookBub, the daily Chirp emails offer sale prices on audiobooks in categories I’ve selected.

Sell your books on Amazon!

I understand why some people don’t like Amazon. But if you want to sell books, you have no choice but to list there. Consumers have made it clear they want to buy books on Amazon.

So, take advantage of all the retailer offers. Optimize your book’s sales page, too, so it works as hard as it can for you.

And, use your book’s Amazon page link in your marketing, no matter how you feel about the mega-retailer. Sending readers to online retailers they’re not familiar or comfortable with only hurts you, not Amazon.

You’ll serve both yourself and your readers when you use your Amazon link.

Where do you sell your book online besides Amazon? Please tell us in a comment.

What’s one of the most important things you can do to support your book during the COVID-19 shutdown?

It’s maximizing your book’s presence on Amazon.

That’s why I hosted a free Amazon training webinar last month.

Today, I’m reviewing a book that outlines many steps you can take immediately to support your book on that powerful site — and on other retail sites, as well.

What’s covered in this book?

It’s worth noting that the book I’m reviewing, The Author’s Guide to Marketing Books on Amazon (2020 Update), isn’t new.

It was originally published in 2018 and updated in 2020. While most media outlets prefer to review new or new-ish books, bloggers often have fewer restrictions. In my case, I’m more interested in the book’s topic than its publication date.

View this book as a training program or course in book format.

Author Rob Eagar presumes that you understand why mastering Amazon is important to book sales. Instead of dwelling on that, he provides detailed instruction on all things Amazon, including:

• Writing the best book description possible (and offering a template you can use for yours)
• Understanding the power of your Amazon Author Central Account
• Why and how you need to secure reviews
• How Amazon ads work and how to set them up

Think you know all of this already? Read the book anyway.

Content applies to all publishing models

One of the book’s strengths is that it applies to authors using different publishing models. Anyone from a traditionally published author to one using a hybrid publisher or an individual who has gone the DIY route will benefit from Eagar’s wisdom and experience.

That might be one of the book’s weaknesses, though.

For example, in Chapter 2, “Four ways to Get Amazon Customer Reviews for Free,” Eagar’s first tip is to contact your email subscribers and social media fans to remind them to review your book.

This presumes that you have an engaged list or following that includes many, many people who have purchased your book already. For most self-published authors, this simply isn’t the case. You will be better served by using your list to recruit a launch or street team — which is his second method.

In reality, most authors are going to have to give away copies of their books to their ideal readers to get reviews.

My favorite gems

Here are a few of the specifics I think you might find especially useful.

Chapter 1 not only provides specific instructions on how to write a killer book description, it includes templates for both fiction and nonfiction books.

In addition, the author offers the same advice I’ve provided here and elsewhere: Study how the pros do it.

One of the best gems from that chapter, though, is for novelists: “Don’t tell people about the story. Tell people about the conflict.” That should be a light bulb moment for many.

In Chapter 3, “Maximize Your Amazon Author Central Account,” you will learn how to get your book listed in 10 categories, not the three you’re offered.

I especially like Chapter 4, “Amazon’s Secret Marketing Back Door.” Among other things, it explains how traditionally published authors without access to their book’s account information can go around their publisher to make necessary changes on their book’s detail page. (“Ohhh SNAP!” as the Young People would say.)

You’ll see what I hope is a now-familiar message in Chapter 5, “Understanding the Amazon Best Sellers Rank.” It’s that becoming a category best-seller isn’t the big deal so many think it is. Contorting that category status into marketing copy that touts you as a best-selling author is misleading and perhaps unethical.

But becoming an Amazon best-seller? That is something to cheer about!

I recommend this book

I can’t think of a single author who wouldn’t get a few “ahas!” from The Author’s Guide to Marketing Books on Amazon (2020 Update)

At a minimum, you will use it to review every aspect of your book’s sales page to make sure you’ve done everything he recommends.

You might feel like you want more in-depth guidance on some topics covered, including how to secure endorsements and testimonials (blurbs). Even so, I think that after you’ve read this book from cover to cover, you’ll feel like you’ve just received a gift.

I highly recommend it.

Have you read this book? What did you think about it? Tell us in a comment.