If you’re a self-published author who’s uploaded your book to Amazon and waited for the sales to roll in… well, you’re not alone. I’m going to tell you some stuff right now that you’re probably not going to like, and for that I am very sorry.
Here it is: just putting your book on Amazon is not enough, and it has never been enough. Amazon isn’t a magical bookstore fairy that showers visibility and readers upon every new title, and the fact that you used their book publishing service (Kindle Direct Publishing, or KDP) makes zero difference to them. In fact, those are two completely different businesses that rarely talk to each other. Amazon is, at its core, a marketplace—a very big and busy one—and it’s your job to make sure people actually find your book.
Here’s the thing: Amazon doesn’t care if your book sells. I know, it’s harsh. But Amazon is a business, and their priority is making money from whatever products sell well—books, gadgets, even inflatable unicorn pool floats. If your book isn’t already getting traction, they’re not going to step in and help.
So, what can you do after that terrible realization? Let’s break it down.
Amazon Is a Marketplace, Not a Marketing Machine
This is where a lot of authors go wrong. They think, “I’m on Amazon. That’s exposure, right?” Well… not exactly. Being on Amazon is like putting your book on a shelf in the world’s biggest library. Sure, it’s there—but how will anyone find it among the millions of other books unless you point them to it?
Amazon’s algorithm only works for books that are already selling well or have a lot of reviews. If your book doesn’t have traction, it gets buried under the digital pile. The good news? There are ways to give it a boost.
Step One: Nail Your Keywords
Amazon does give you one important tool: keywords. These are your way of telling the algorithm what kind of readers should see your book. For example, if you’ve written a cozy mystery, your keywords might include “amateur sleuth,” “small-town mystery,” or “cat detective.” (Yes, that’s a thing.)
The key is to think like your reader. What would they type into Amazon when looking for a book like yours? If you’re not sure, use tools like Publisher Rocket or just type keywords into Amazon’s search bar and see what comes up. And don’t be afraid to experiment. If your book isn’t getting found, go back and tweak those keywords. Use Publisher Rocket to help with this. It’s a great asset.
But here’s the thing: even with the perfect keywords, you still need to do more.
Step Two: Drive External Traffic
Amazon loves it when you bring readers to their site. They reward books that generate external traffic because, at the end of the day, more traffic means more sales for them. So how do you get people to click over to your book?
1. Build an Email List
If you don’t already have an email list, start one now. Your email list is like a direct hotline to readers who already love what you do—or who are curious enough to sign up for updates.
One of the best ways to grow your list is by offering a reader magnet. This could be a free short story, a bonus chapter, or even a printable checklist related to your book’s topic. Use a service like MailerLite to set up a sign-up form and start collecting emails. Once you have a list, you can email readers about your new book, sales, or promotions.
2. Use Social Media Strategically
Social media can be a great way to connect with readers—but it works best when you’re consistent. Share behind-the-scenes looks at your writing process, post fun trivia about your book’s genre, or even just engage with readers about things you love.
When it comes time to promote your book, don’t just post a “Buy my book!” link over and over. Create engaging content, like graphics, teasers, or videos, that encourages readers to click.
3. Run Paid Ads
If you don’t have a big audience yet, paid advertising can help. Start small with Amazon Ads to target readers searching for books similar to yours. Facebook and Instagram ads can also work well if you know how to target your ideal audience. Not sure where to start? Try a small budget and test different ad copy and images to see what works.
The Cold Truth About Visibility on Amazon
Amazon is a powerful platform, but it’s not a marketing service. If you upload your book and do nothing else, chances are it’ll just sit there collecting digital dust while you become more frustrated by the day. To succeed, you need to take control of your book’s promotion.
- Optimize Your Keywords: This helps Amazon understand where to display your book.
- Drive Traffic: Use email lists, social media, and ads to send readers to your book’s page.
- Build Momentum: Early reviews and consistent promotion will help your book gain traction.
In Conclusion: It’s On You
Here’s the bottom line: Amazon isn’t going to sell your book for you. That’s your job. But the good news is, you don’t need a giant marketing budget or a huge audience to get started. By focusing on the basics—keywords, traffic, and engagement—you can set your book up for success.
So don’t let your hard work go unnoticed. Take charge of your promotion, and let readers know your book exists. Amazon may not do the heavy lifting for you, but with a little effort, you can make your book stand out in the crowd.
