What is Amazon Doing Now? Can it Work for You?

Jordan Dane
@JordanDane

I received a notice recently from Amazon regarding its implementation of “Amazon Stores,” a way to promote a brand or company products. I’m not sure how open and available this is for anyone with a brand or a store concept. Are many authors using this?

I have a corporation, Cosas Finas LLC, that I have developed into Cosas Finas Publications to promote my brand and I have a website that I’m still developing for this entity. (My navigation needs improvement and I’m tweaking it after my deadline, so be kind.)

Awhile back I set up an Amazon PAGE for my company/brand using Amazon Marketing Services (AMS) to link ad campaigns to. I created a landing page for my ads to show more of my books and group them by series or featured new releases.

I’m a user of Amazon Marketing Services (AMS) and have various ad campaigns established for my books as they release or I develop a concept to promote a series, for example. Through AMS I had created a Cosas Finas Publications company PAGE, which is different than their new STORE idea. Amazon Stores are slicker and more attractive in appearance.

Brand pages are going away or the links to these pages will start to be phased out by Oct 31 and completely gone by Dec. It’s only cost me the money for “click-thru” ads and I set my budget and can monitor the expense vs sales revenues. I’ve been satisfied with the benefits outweighing the cost on AMS and I monitor my profitability and tweak ad campaigns to make them more effective.

Amazon Stores are free to vendors. I just set up an ad campaign that links directly to my new store. It was very easy. I chose a HEADLINE search for keywords as my campaign structure (recommended by Amazon and others I’ve researched) and I can query Amazon’s own system for high traffic keywords used by customers. I set up a daily max budget with a click-thru cost for an ongoing campaign without an end. It’ll be up to me to periodically evaluate the effectiveness and I can terminate any campaign at any time. From what I understand, these vendor stores will be required to have at least one ad campaign linked to them to keep them active. This will probably go into effect after Dec, 2017.

I really liked the ad design I submitted yesterday for Amazon approval. Instead of me creating an intriguing tag line for each book, I was able to use my brand slogan, which is “Take a front Row Seat to Suspense” and direct readers to my store. My ad dollars will go farther if I can consolidate my ads for my brand. We’ll see how this turns out. It’s still very new and I need a final approval on my ad campaign before I can see what traffic and sales it generates, but the metrics are there to analyze, with revenues vs ad cost.

To check out more details, visit AMS for vendors (first party sellers are vendors) or Seller Central (for 3rd party sellers that sell other’s products) for sellers.

How many of you advertise through AMS? What’s been your experience?

My STORE is approved as of yesterday. I hope this link works – Cosas Finas Publications The pre-set design templates are not flexible enough for me. It would be nice to have them in modules where you could mix and match, but I can play with the templates to see what works best for books.

Key Features of Amazon Stores:

1.) Design templates allow you to feature different books in a way that your Amazon Author Page isn’t set up to do. You can add video/book trailers, post promo text, praise blurbs/awards, or feature upcoming releases.

2.) Flexible ability to feature different products at your command. You are the keeper of your store and what is in it. If you have other products that are associated with your brand or writing, like T-shirts or coffee mugs for writers, you can feature those along with your books.

3.) There are social sharing buttons tagged to your store and you can set up HEADLINE search ads or drive readers to your store through your ad campaigns and increase your store traffic. Amazon allows a vendor to search existing keywords already proven to have high traffic on their system.

4.) You can take your Amazon Store link and use it in other promotions off the Amazon website. I can see this working for KDP Select products that are exclusive to Amazon for a time.

5.) Developing an ad campaign for my whole brand of books allows me to make the most of my budget for advertising. Rather than creating an ad for a new release, I can create one for my brand and update the book offerings as I have releases.

For those of you focused on your writing and not at the point of targeting the “not so fun” part of the business end, it’s still important for you to see what authors are doing to promote their work. I talk to many aspiring authors whose eyes glaze over when you share the very necessary business side. They want to believe a publisher will “take care of them” and sell their books, easy/peezy, but that’s not how it works.

I wanted TKZers to see how this might work for you, if you’re not aware of AMS and the Amazon STORE concept, but if you are using it, what are your thoughts? Where do you see this going for Amazon? Is this concept directed at larger companies with multiple products, like a running shoe company for example, or can this work for authors on a budget?

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Publishing Trends to Watch in 2017

Jordan Dane

@JordanDane

Jordan Dane purchased image from Shutterstock

I’ve been involved in many “experiments” lately, like Amazon Marketing Services and Amazon Kindle Worlds. I plan to get more familiar with Kindle Unlimited with my upcoming release in Feb – Mr. January. Retaining my copyrights and self-publishing this book, I can explore more marketing tools to see how effective I can be. So I thought I would list some of these things to watch in 2017 as I see them. As always, I would love to hear your thoughts on trends you see as important in 2017 or marketing efforts you have had success with. Join in the discussion in your comments.

Publishing Trends to Watch in 2017

Marketing Power of Digital – Print books are expected to continue a comeback in 2017, but for anyone publishing fiction, e-books drive sales and are easier to promote since social media and reader websites offer more economical ways to promote. Digital is the gift that keeps giving in that each book is on a forever shelf. Any author can recreate interest in a back list novel by repackaging the work with a new cover or new content or bundling as part of a box set. (See more on this below in “Over-crowded Digital Book Shelves.”) It’s easier for an author or publisher to focus marketing efforts in the digital arena since it’s cost effective and the exposure can be much greater, but with all the e-book competition, marketing strategies will be more important in 2017.

Small Presses & Savvy Self-Publishers are Growing – The larger traditional publishers market shares are dropping each year. Over 50% of the market share is comprised of self-publishing authors, small boutique publishers, and Amazon imprints. The challenge comes when trying to navigate this new sea of 50-percenters. Simply discounting an ebook or offering it for free won’t cut it. That makes marketing and visibility more strategic in 2017. Amazon is offering their Amazon Marketing Services (AMS) to smaller houses and indie authors. With sales stats to track the effectiveness of this AMS marketing tool, it is an easy way for authors to try it and see how it results in sales vs cost to promote.

Amazon Imprints Are Dominating – In 2016, 7 out of 10 Kindle bestsellers were from Amazon Imprints. Is there an advantage to selling a book to Amazon in 2017 when it comes to their sales ranking algorithms? I don’t know, but if anyone knows how to maximize visibility and preferential marketing spots on Amazon, it would be their own imprints, don’t you think? When traditional houses offer bare minimum of support to most mid-list authors, selling to Amazon feels like an author has a leg up on marketing and promotion when the buyer is an Amazon imprint. An Amazon imprint could give any author an edge in marketing strategy in 2017.

Kindle Unlimited Expanding – More readers in 2017 will be finding benefits to the Kindle Unlimited program and Amazon markets their program effectively. This growth trend will undoubtedly affect e-book sales and I’m sure Amazon will find more incentives for authors to try their program. I see this program expanding in 2017 to keep Amazon dominating.

Kindle KDP Select Enhancements Provide Better Outreach – If you are part of the Kindle KDP Select Program, where you publish only through Amazon for a given period of time, you are automatically enrolled in Kindle Unlimited AND the Kindle Owners Lending Library (KOLL) and will earn different enhanced royalties as incentive. The KDP Select program also provides for better royalties globally (70%) in countries like Japan, India, Brazil and Mexico. Plus authors can expand their outreach through Kindle Unlimited in the US, UK, Germany, Italy, Spain, France, Brazil, Mexico, Canada, India, Japan, and Australia. (My reader fans have complained that Kindle Worlds books aren’t available for distribution yet into their countries, but until that happens, any books I have through KDP Select is available to many of my readers.)

Over-crowded Digital Book Shelves – New e-books have to compete with the over-crowded digital shelves of digital books in 2017 that never go out of inventory. The good news is that there is endless space for digital books forever. The bad news is that authors must compete with a growing mass of books competing for readership. Don’t forget your back list, authors. Redesign your covers, obtain new praise blurbs or write new book jacket copy, get new reviews, and spend marketing dollars toward generating new interest in your tried-and-true back list. The bigger your inventory for a reader to “discover,” the more visibility you can achieve and your promo dollars can go a longer way.

Audiobook Market Is Growing – I haven’t focused on this enough, but with indie authors able to use ACX to create an indie audio book, it’s worth a shot to make your own audio book in 2017 (if you haven’t sold your audio sub-rights). It’s always a good thing to make your book available in as many formats as you can – plus you get to retain your sub-rights in audio.

Marketing Strategy Will Be More Important Than Ever – This is a tough one for me and my biggest challenge. I try new things all the time to stay effective. I’ve seen good and track-able success in Amazon Marketing Services, but there are other marketing tools, such as BookBub, Freebooksy, and Bargain Booksy. In 2017, continue to expand your marketing strategies and evaluate what is working and drop what isn’t.

Facebook Ads Declining – I’ve never been a fan of Facebook. Their ads might not seem too costly, but unless you have a good metric to establish whether these ads are truly effective and result in actual sales, it doesn’t matter how much they cost. Some authors have used FB ads to increase their mailing lists, but for actual book sales, I haven’t seen anyone who can analyze this. With Amazon Marketing Services being a better option, with sales data tied to the promo, it is a much better option.

Try Expanding Your Foreign Sales in 2017 – Part of anyone’s sub-rights are foreign sales. If you have an agent, they could be marketing this for you “a la carte” or your publisher might have gotten your foreign rights when you sold to them. These foreign sub-rights have value and a potential for growth. And if you’re lucky enough to get your back list rights returned to you, try marketing to international markets. Many international buyers love American authors. If you’re an indie author on Amazon, you would notice the foreign markets they list when you set up your book, but there are other international markets. An agent or broker might be able to enhance your sales by tapping into this resource. Some may take English language “as is” or they may require language translation, but they pay an advance for the rights. It could be worth exploring in 2017 to expand beyond US and UK readers.

Authors Find Safety in Numbers – In 2017, expect to see more authors banding together in projects where marketing and promo can be shared. Co-writing books and creating box sets can generate buzz. Authors have always been generous with other authors and it warms my heart to see this, but it also makes good sense. The best part of the Amazon Kindle Worlds books comes from the cross promotion of all the launch authors banding their efforts together. We share our readerships with all the other authors, but get a lot in return. The concept of the Kindle Worlds launches and cross-promotions is a real benefit for all authors involved.

Discussion:
1.) What trends have you noticed that you’d like to share with your TKZ family?

2.) What marketing tools have you tried and had success with? Please share.

Mr. JanuaryMercer’s War Book 1 coming Feb 2017 in print and ebook

Zoey Meager risks her life to search for her best friend Kaity in a burning warehouse, only to cross paths in the inferno with Mr. January, a mysterious man with a large black dog, completely devoted to its shadowy master.

 

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Amazon Marketing Services Coming May 1 – Thoughts?

Jordan Dane
@JordanDane

amazon-logo-15

Amazon Marketing Services (AMS) will launch May 1, 2016. What does this mean to you, authors? As an Advantage or CreateSpace publisher, you can sign up for AMS for an annual fee of $99.00. Word of caution, from what I’ve seen of the sign-up instructions, this is for Kindle Select books only. The annual fee is charged against your account as a deduction from your sales. No Paypal or credit card charge up front. Once you become a “member” of AMS, you gain access to marketing programs reserved for Amazon’s biggest vendors. Feel empowered yet?

Below are the programs available to members:

Advertising on Keywords/Tags – Pay Per Click

The right keywords and tags can help you with discoverability on your titles at Amazon while setting your own budget allowance for promotion. Popular keywords, phrases, and tags on a book can generate momentum on search pages to get a title noticed. You’d only pay when a reader clicks on your book ad. According to Amazon, a click budget can be as low at $100.00, capping off your cost at your option.

Enhanced “A+” Detail Pages

Sometimes bling is the thing to showcase a book. Amazon offers enticing content for an author’s book page for $600, such as videos, sample page shots, photos and other creative promotion ideas. The deluxe page content also features advanced formatting and rich media content to tease the readers to buy.

Price Discounts

This is a really great idea. Amazon now offers vendor-provided coupon links (offered on the product detail page) to give readers/customers immediate discounts off the Amazon sales price. This will allow you to offer true sales campaigns and promotions during a peak period, in a more nimble way than ever before. You can drive sales during a virtual tour event or for a given weekend or launch period with ease.

Dashboard Sales Analytics

Want to evaluate your promotion effectiveness with REAL sales data? Now you can with AMS. If you’d like to evaluate one campaign service provider or a blog tour or advertising on Facebook for example, now you can if you isolate the event and analyze the effectiveness through analytics offered on the AMS dashboard. You’ll be able to analyze your return on investment down to the title and event to fine tune your marketing strategies with real sales data.

Vine Reviews

Chasing reviews can be a challenge if you want exposure and honest reviews. The cost for promotion service providers to solicit readers for an honest review can take time to scrutinize the potential reader and the cost for such a service can vary. Amazon had its established Vine Reviewers program of pre-approved reviewers. This is a costly service, priced at $1500.00, but it allows you to access the entire Vine Reviewer list without taking the time to approach them one at a time. If you invest in this service, AMS handles the details.

How to sign up for AMS?
If you’re curious about this new Amazon program, here is the link for AMS – https://ams.amazon.com/  I have to admit that I thought this would be for ANY KDP author. That’s how it is presented under the instructions as you set up, but when you drill down into the instructions on page 2, it appears these services are only for Kindle Select books.

Or you can do what I tried to do, which is set up my corporation (or my publishing company name) under the Amazon Advantage program at this LINK. (I thought I could set up as a vendor.) But alas, I could not set up under the Advantage program as a vendor under my company name OR my brand name (author name). On the surface it would appear Amazon is forcing authors into their KDP SELECT program to become a member of AMS. If anyone knows any differently, or had another approach and was successful, please let me know.

I’ve read that if your book has an ISBN and you’re signed up through Createspace, this might get you into AMS, but after I explored Createspace, I did not find a way into AMS this way either.

Here’s link to an Amazon brochure on “Drive Sales with Amazon Marketing Services.”

Here is a FAQ link.

For Discussion:

1.) What do you think of the tools AMS makes available to all authors? Which service are you most interested in?

2.) Is anyone a member already? Have you encountered any problems?

3.) What do you think of the exclusivity of having this program only available to Kindle Select, meaning your book will only be sold on Amazon for a time under those rules?

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