Does Your Amazon Book Page Stink?

 

Promoting and marketing your books successfully comes down to implementing a few key strategic approaches well, having the right attitude, dedicating the proper amounts of time, energy, money, and mindshare, and turning a lot of core basic things into real opportunities to gain an advantage. There is also creativity, courage, luck, timing, planning, and of course, having a decent product that is marketable against the landscape of competition in the marketplace. 

 

The majority of all book sales take place on Amazon, a singular giant in a global marketplace of both digital retailers and brick and mortar stores. So, how can authors and publishers maximize their opportunities to sell their book on the nation’s top-selling consumer platform? 

 

It begins with what is stating you right in the face. And it is free. We are talking about the page that showcases your book. Many Amazon pages are under-performers. Don’t let that be your description.

 

Here are things to pay attention to:

 

Book Description. Don’t just copy the back cover copy and plop it here. You can make it better by adjusting the description’s length, use of bullet points, keeping paragraphs short, and ensuring the page is mobile-friendly.

 

Images. Use graphics to showcase things like professional book reviews. It dresses the page up.

 

Links. You can’t include links on your Amazon book page.

 

Editorial Reviews. This is a wonderful playground. You can quote from any professional book review, including paid ones. You can quote influencers. You can share testimonials and book blurbs. You can quote the media, from newspaper articles to podcast interviews, where they say something positive about you or your book. One note: Do not add a bio here and also have one under About The Author. One bio only and that does not go here.

 

Publication Data. The most common mistake on many Amazon pages occurs here. There is a spot to list your genre. You can post up to three. What do I see a lot of times that makes me want to slap an author upside their head? They fail to list all three categories or any at all. Or, they select the wrong or not-so-accurate or strongest categories. Each format can have some categories not found in the other. So, if you publish an e-book, trade paperback, and an audiobook, that is a total of nine genre categories — three each. Try to use the various terms or words that people could be using when searching for a book like yours.

 

About The Author. Make sure you have a good bio — no more than 300 words. Too long, and people lose interest or don’t attempt to read it. Too little, and you appear to lack substance, depth, or qualifications as a writer. No resumes and blabbing on. Prioritize what is relevant to you as a writer and on the subject that you write about. Sound interesting based on your experiences, skills, memberships, awards, education, hobbies, charity, etc. State where you live— by city, state, or region. Add a good photo of yourself. Leaving that blank is amateurish and signals untrustworthiness (why won’t they show their face — what else are they hiding?) or sloppiness (too lazy to post? Forgot a pic?)

 

Look at your competition. Copy or exceed what they are doing. See how leading books or authors in your genre use their amazon real estate to push sales. Look at everything they do — or don’t do — to ensure they don’t have a competitive edge over things that you can control. This includes the pricing that you decide to use.

 

Always look to update your page. Keep it fresh. Add the latest to it: price changes, new professional reviews, more testimonials, additional keywords, etc. Change your bio or a genre category. Swap out some of the graphics.

 

Creating an effective Amazon book page requires a combination of compelling, well-positioned content, use of proper keywords, and possibly utilizing some of Amazon's specific marketing tools. The goal of course is to turn visitors into buyers. You need to build credibility and show the promise of value — and to say something that makes your book stand out.

 

Here are the best ways to create and optimize your Amazon book page:

 

·         Hook Immediately: The first few lines are crucial as Amazon only shows a snippet. Start with a bold, intriguing statement or headline.

·         Use HTML Styling: Make the text visually engaging by using bold, italics, and bullet points to break up text, which helps with scanning.

·         Focus on the Reader: Describe the story or value proposition to emotionally connect with the reader, not just summarize the plot.

·         Use Tools: Utilize tools like the Kindlepreneur Book Description Generator to create formatted HTML without needing to know code. 

 

1. Enhance with A+ Content

·         Use Visuals: Add images, comparison tables, and enhanced text to the "From the Publisher" section (A+ Content) to engage readers.

·         Add Tables: Use comparison tables to showcase your other books, allowing fans to find more of your work. 

 

2. Optimize Metadata and Searchability 

·         Select Niche Categories: Choose specific, niche categories rather than just broad ones to increase visibility (e.g., "Hikes & Walks" instead of just "Travel").

·         Strategic Keywords: Choose seven, highly relevant search phrases that customers actually use, rather than broad terms, and avoid repeating words already in your title.

·         Keyword Placement: Include keywords in the book description to improve search results. 

 

3. Create a High-Impact Cover and Visuals 

·         Thumbnail Optimization: Ensure your cover is legible as a small thumbnail, as this is how it appears in search results.

·         Professional Design: Use high-contrast, bold, and clear imagery to stand out.

·         Add Video (Non-US): In non-US Amazon marketplaces, you can upload video trailers or author interviews to the page. 

 

4. Build Credibility with Author Central 

·         Claim Your Page: Sign up for Amazon Author Central to manage your profile.

·         Professional Bio & Photo: Add a high-quality, professional headshot and a bio that highlights your expertise, awards, or genre.

·         Add Editorial Reviews: Use the "Editorial Reviews" section to add quotes from reviewers, bloggers, or influencers, which adds credibility. 

 

5. Manage Reviews and Other Editions

·         Link Editions: Ensure your eBook, paperback, and hardcovers are linked so all reviews appear on one page.

·         Encourage Reviews: Encourage readers to leave honest reviews, as these are critical for social proof. 

 

6. Utilize Marketing Tools 

·         KDP Select/Countdown Deals: If in KDP Select, use Kindle Countdown Deals to show both the original and discounted price, driving urgency.

·         Follow Button: Ensure the "Follow" button is active on your author page so readers get notified of new releases. 

 

7. Run a "Soft" Launch

·         Prep Before Launch: Upload your book, order a physical proof to check for errors, and verify that your categories and keywords are working before officially promoting the page. 

 

About Brian Feinblum

This award-winning blog has generated over 5,950,000 page views. With 5,600+ posts over the past 14 years, it was named one of the best book marketing blogs  by BookBaby  http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs  and recognized by Feedspot in 2021 and 2018 as one of the top book marketing blogs. It was also named by www.WinningWriters.com as a "best resource.”  Copyright 2026.

 

For the past three decades, Brian Feinblum has helped thousands of authors. He formed his own book publicity firm in 2020. Prior to that, for 21 years as the head of marketing for the nation’s largest book publicity firm, and as the director of publicity at two independent presses, Brian has worked with many first-time, self-published, authors of all genres, right along with best-selling authors and celebrities such as: Dr. Ruth, Mark Victor Hansen, Joseph Finder, Katherine Spurway, Neil Rackham, Harvey Mackay, Ken Blanchard, Stephen Covey, Warren Adler, Cindy Adams, Todd Duncan, Susan RoAne, John C. Maxwell, Jeff Foxworthy, Seth Godin, and Henry Winkler.

 

His writings are often featured in The Writer and IBPA’s The Independent (https://pubspot.ibpa-online.org/article/whats-needed-to-promote-a-book-successfully) and (https://pubspot.ibpa-online.org/article/10-things-my-dog-taught-me-about-marketing-books). He was recently interviewed by the IBPA: https://www.youtube.com/watch?v=F0BhO9m8jbs

 

He hosted a panel on book publicity for Book Expo America several years ago, and has spoken at ASJA, three times at BookCAMP, Independent Book Publishers Association, Sarah Lawrence College, Nonfiction Writers Association, Cape Cod Writers Association, Willamette (Portland) Writers Association, APEX, five times at Morgan James Publishing Red Carpet, and Connecticut Authors and Publishers Association. He served as a judge for the 2024 IBPA Book Awards.

 

His letters-to-the-editor have been published in The Wall Street Journal, USA Today, New York Post, NY Daily News, Newsday, The Journal News (Westchester) and The Washington Post. His first published book was The Florida Homeowner, Condo, & Co-Op Association Handbook.  It was featured in The Sun Sentinel and Miami Herald.

 

Born and raised in Brooklyn, he now resides in Westchester with his wife, two kids, and Ferris, a black lab rescue dog, and El Chapo, a pug rescue dog.

 

You can connect with him at: https://www.linkedin.com/in/brianfeinblum/ or https://www.facebook.com/brian.feinblum