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BAIPA: All Things Amazon 2016

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Let's face it—Amazon is the 800-pound gorilla in the publishing industry, whether you are talking about traditional publishers or the growing self/independent publishing world. So understanding how to use this powerful tool to help you to promote and sell your book is an essential key for success. And you can get the answers at the BAIPA meeting and special afternoon workshop on July 9th!

Led by indie publishing veterans and BAIPA board members David Kudler and Ruth Schwartz (with assists from other BAIPA members), this day will give you a map to the many ways in which you can and should interact with Amazon.

Morning Session

How Can Your Indie Book Flourish in Earth’s Largest Commercial Ecosystem?

The morning session will survey all Amazon programs affecting the independent author/publisher. We will explore the various Amazon programs and subsidiaries that we as independent publishers need to take advantage of. We will start with an overview, and then plunge into 10 key programs.

Amazon—Opportunity and Controversy: What’s all the fuss about?
CreateSpace—Your Amazon Print-on-Demand Book:Tips on submission and marketing.
KDP—Your Amazon Ebook: A quick map of the great KDP Select divide (exclusive or non-exclusive?), and the consequences, including KindleUnlimited and the new subscription payment system.
AuthorCentral—Your Amazon Author Page:Why you need one, and how to improve what you’ve got.
Amazon Affiliates—Your Amazon Associates Relationship: Earn a little for every customer you send to Amazon. Is your own A-store helpful?
Amazon Reviews: Best practices for getting them
Amazon’s Goodreads: How to engage reviewers for your book.
Amazon Advantage: How to sell your offset-printed books on Amazon.
Amazon Seller Central: How can you sell autographed copies of your books and other merchandise on the world’s largest marketplace?
Audible Creative Exchange (ACX): The Audible world of Amazon and how to navigate your options with the development and distribution of audiobooks.

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BAIPA: All Things Amazon 2016

  1. 1. all things July 9, 2016 The Key Room, Novato, California BAIPA.org TheWonderlady.com Ruth SchwartzDavid Kudler StillpointDigitalPress.com BrandVines.com Judy Baker Becky Parker Geist ProAudioVoices.com
  2. 2. all things HOW TO MANAGE YOUR MOST IMPORTANT PUBLISHING RELATIONSHIP
  3. 3. EVERYTHING AMAZON • CreateSpace—Your Amazon Print-on-Demand Book:Tips on submission and marketing. • KDP—Your Amazon Ebook: A quick map of the great KDP Select divide (exclusive or non-exclusive?), and the consequences, including KindleUnlimited and the new subscription payment system • AuthorCentral—Your Amazon Author Page: Why you need one, and how to improve what you’ve got • Amazon Affiliates—Your Amazon Associates Relationship: Earn a little for every customer you send to Amazon • Amazon Reviews: Best practices for getting them • Amazon’s Goodreads: How to engage reviewers for your book • Amazon Advantage: How to sell your offset-printed books on Amazon • Amazon Seller Central: How can you sell autographed copies of your books and other merchandise on the world’s largest marketplace? • Audible Creative Exchange (ACX): The Audible world of Amazon and how to navigate your options with the development and distribution of audiobooks
  4. 4. AMAZON—OPPORTUNITY AND CONTROVERSY: WHAT’S ALL THE FUSS ABOUT?
  5. 5. AMAZON—OPPORTUNITY AND CONTROVERSY: WHAT’S ALL THE FUSS ABOUT? • World’s largest marketplace • Over 200 million products available in 35 departments • Over 250 million active customers
  6. 6. AMAZON—OPPORTUNITY AND CONTROVERSY: WHAT’S ALL THE FUSS ABOUT? • World’s largest marketplace • Over 200 million products available in 35 departments • Over 250 million active customers • Hub for book, ebook, and audiobook retailing in US and the World • Over 15 million print titles for sale • Over 4 million ebook titles for sale • Over $20 billion in annual book sales • 15 Country-specific stores on 5 continents
  7. 7. AMAZON—OPPORTUNITY AND CONTROVERSY: WHAT’S ALL THE FUSS ABOUT? • World’s largest marketplace • Over 200 million products available in 35 departments • Over 250 million active customers • Hub for book, ebook, and audiobook retailing in US and the World • Over 15 million print titles for sale • Over 4 million ebook titles for sale • Over $20 billion in annual book sales • 15 Country-specific stores on 5 continents • Con: Anti-competitive — the devil we know
  8. 8. CREATESPACE— YOUR AMAZON PRINT-ON-DEMAND BOOK: TIPS ON SUBMISSION AND MARKETING URL: CreateSpace.com
  9. 9. CREATESPACE— YOUR AMAZON PRINT-ON-DEMAND BOOK: TIPS ON SUBMISSION AND MARKETING • Createspace is your best path to getting your print book up on Amazon URL: CreateSpace.com
  10. 10. CREATESPACE— YOUR AMAZON PRINT-ON-DEMAND BOOK: TIPS ON SUBMISSION AND MARKETING • Createspace is your best path to getting your print book up on Amazon • Key ingredients: your own ISBN, cover and interior files to their specs, quality book description and keywords. URL: CreateSpace.com
  11. 11. CREATESPACE— YOUR AMAZON PRINT-ON-DEMAND BOOK: TIPS ON SUBMISSION AND MARKETING • Createspace is your best path to getting your print book up on Amazon • Key ingredients: use your own ISBN, cover and interior files to their specs, quality book description and key words. • Pro: Great learning resources, articles about almost everything you can think of in terms of book design and marketing. Unlimited free uploads of revised files. 24-hour turnaround. URL: CreateSpace.com
  12. 12. CREATESPACE— YOUR AMAZON PRINT-ON-DEMAND BOOK: TIPS ON SUBMISSION AND MARKETING • Createspace is your best path to getting your print book up on Amazon • Key ingredients: use your own ISBN, cover and interior files to their specs, quality book description and key words. Unlimited free uploads of revised files. • Pro: Great learning resources, articles about almost everything you can think of in terms of book design and marketing. 24-hour turnaround. • Con: “Extended Distribution” isn’t; Bookstores won't even talk to you if all you have is your CreateSpace editionURL: CreateSpace.com
  13. 13. KINDLE DIRECT PUBLISHING YOUR AMAZON EBOOK EXCLUSIVE OR NOT? URL: KDP.amazon.com
  14. 14. KINDLE DIRECT PUBLISHING YOUR AMAZON EBOOK EXCLUSIVE OR NOT? • You have to release through KDP to get your ebook on Amazon — NOT exclusive URL: KDP.amazon.com
  15. 15. KINDLE DIRECT PUBLISHING YOUR AMAZON EBOOK EXCLUSIVE OR NOT? • You have to release through KDP to get your ebook on Amazon — NOT exclusive • KindleSelect is the exclusive program URL: KDP.amazon.com
  16. 16. KINDLE DIRECT PUBLISHING YOUR AMAZON EBOOK EXCLUSIVE OR NOT? • You have to release through KDP to get your ebook on Amazon — NOT exclusive • KindleSelect is the exclusive program • KS Pros: • Promotions — Countdowns and Freebies • Books available through KindleUnlimited and Kindle Owner Lending Library • Amazon Marketing Services — advertising (ams.amazon.com) URL: KDP.amazon.com
  17. 17. KINDLE DIRECT PUBLISHING YOUR AMAZON EBOOK EXCLUSIVE OR NOT? • You have to release through KDP to get your ebook on Amazon — NOT exclusive • KindleSelect is the exclusive program • KS Pros: • Promotions — Countdowns and Freebies • Books available through KindleUnlimited and Kindle Owner Lending Library • Amazon Marketing Services — advertising (ams.amazon.com) • KS Cons: • Exclusive (90 day term — renewable) • KindleUnlimited/KOLL payout much lower than it used to be • Freebie promotions difficult to translate into sales URL: KDP.amazon.com
  18. 18. AUTHORCENTRAL WHY YOU NEED AN AUTHOR PAGE, AND HOW TO IMPROVE WHAT YOU’VE GOT. URL: AuthorCentral.amazon.com
  19. 19. AUTHORCENTRAL WHY YOU NEED AN AUTHOR PAGE, AND HOW TO IMPROVE WHAT YOU’VE GOT. URL: AuthorCentral.amazon.com
  20. 20. AUTHORCENTRAL WHY YOU NEED AN AUTHOR PAGE, AND HOW TO IMPROVE WHAT YOU’VE GOT. • Owning your brand on Amazon — your books are YOURS URL: AuthorCentral.amazon.com
  21. 21. URL: AuthorCentral.amazon.com AUTHORCENTRAL WHY YOU NEED AN AUTHOR PAGE, AND HOW TO IMPROVE WHAT YOU’VE GOT. • Owning your brand on Amazon — your books are YOURS • Easy way to create a landing page — add blogs, events, Twitter feed, videos
  22. 22. AUTHORCENTRAL WHY YOU NEED AN AUTHOR PAGE, AND HOW TO IMPROVE WHAT YOU’VE GOT. • Owning your brand on Amazon — your books are YOURS • Easy way to create a landing page — add blogs, events, Twitter feed, videos • Edit your book info (indie or not!) • Track title & author sales rank • Track and respond to reviews • Edit book description, “About the Author”, add editorial reviews URL: AuthorCentral.amazon.com
  23. 23. AUTHORCENTRAL WHY YOU NEED AN AUTHOR PAGE, AND HOW TO IMPROVE WHAT YOU’VE GOT. • Owning your brand on Amazon — your books are YOURS • Easy way to create a landing page — add blogs, events, Twitter feed, videos • Edit your book info (indie or not!) • Track title & author sales rank • Track and respond to reviews • Edit book description, “About the Author”, add editorial reviews • One account can have multiple profiles (aka pen names) URL: AuthorCentral.amazon.com
  24. 24. AUTHORCENTRAL WHY YOU NEED AN AUTHOR PAGE, AND HOW TO IMPROVE WHAT YOU’VE GOT. • Owning your brand on Amazon — your books are YOURS • Easy way to create a landing page — add blogs, events, Twitter feed, videos • Edit your book info (indie or not!) • Track title & author sales rank • Track and respond to reviews • Edit book description, “About the Author”, add editorial reviews • One account can have multiple profiles (aka pen names) • Cons: NONE! URL: AuthorCentral.amazon.com
  25. 25. AMAZON AFFILIATES EARN A LITTLE FOR EVERY CUSTOMER YOU SEND TO AMAZON URL: AffiliateProgram.amazon.com
  26. 26. AMAZON AFFILIATES EARN A LITTLE FOR EVERY CUSTOMER YOU SEND TO AMAZON • Set up your account and then use coded links for your and other author's books on your website (not just books!) URL: AffiliateProgram.amazon.com
  27. 27. AMAZON AFFILIATES EARN A LITTLE FOR EVERY CUSTOMER YOU SEND TO AMAZON • Set up your account and then use coded links for your and other author's books on your website (not just books!) • Earn 4% and up additional income for not a lot of work on any sales within 24 hours of click! URL: AffiliateProgram.amazon.com
  28. 28. AMAZON AFFILIATES EARN A LITTLE FOR EVERY CUSTOMER YOU SEND TO AMAZON • Set up your account and then use coded links for your and other author's books on your website (not just books!) • Earn 4% and up additional income for not a lot of work on any sales within 24 hours of click! • Questionnaire to fill out URL: AffiliateProgram.amazon.com
  29. 29. AMAZON AFFILIATES EARN A LITTLE FOR EVERY CUSTOMER YOU SEND TO AMAZON • Set up your account and then use coded links for your and other author's books on your website (not just books!) • Earn 4% and up additional income for not a lot of work on any sales within 24 hours of click! • Questionnaire to fill out • Instant acceptance likely URL: AffiliateProgram.amazon.com
  30. 30. AMAZON AFFILIATES EARN A LITTLE FOR EVERY CUSTOMER YOU SEND TO AMAZON • Set up your account and then use coded links for your and other author's books on your website (not just books!) • Earn 4% and up additional income for not a lot of work on any sales within 24 hours of click! • Questionnaire to fill out • Instant acceptance likely • Cons: None URL: AffiliateProgram.amazon.com
  31. 31. AMAZON REVIEWS BEST PRACTICES FOR GETTING THEM URL: amazon.com
  32. 32. AMAZON ADVANTAGE SELLING YOUR OFFSET PRINTED BOOK URL: Advantage.amazon.com
  33. 33. AMAZON ADVANTAGE SELLING YOUR OFFSET PRINTED BOOK • A way for non-Amazon vendors to sell goods on Amazon — including printed books URL: Advantage.amazon.com
  34. 34. AMAZON ADVANTAGE SELLING YOUR OFFSET PRINTED BOOK • A way for non-Amazon vendors to sell goods on Amazon — including printed books • Amazon takes a standard 55% cut on books URL: Advantage.amazon.com
  35. 35. AMAZON ADVANTAGE SELLING YOUR OFFSET PRINTED BOOK • A way for non-Amazon vendors to sell goods on Amazon — including printed books • Amazon takes a standard 55% cut on books • Pro: Can create pre-sale; access to Amazon buyers, not shipping direct to buyer URL: Advantage.amazon.com
  36. 36. AMAZON ADVANTAGE SELLING YOUR OFF-SET PRINTED BOOK • A way for non-Amazon vendors to sell goods on Amazon — including printed books • Amazon takes a standard 55% cut on books • Pro: Can create pre-sale; access to Amazon buyers, not shipping direct to buyer URL: Advantage.amazon.com
  37. 37. AMAZON ADVANTAGE SELLING YOUR OFFSET PRINTED BOOK • A way for non-Amazon vendors to sell goods on Amazon — including printed books • Amazon takes a standard 55% cut on books • Pro: Can create pre-sale; access to Amazon buyers, not shipping direct to buyer • Con: Amazon keeps no inventory (often); you have to ship to warehouse as sales occur. Costs $99/year URL: Advantage.amazon.com
  38. 38. AMAZON SELLER CENTRAL SELLING AUTOGRAPHED COPIES OF YOUR BOOKS AND OTHER MERCHANDISE URL: SellerCentral.amazon.com
  39. 39. AMAZON SELLER CENTRAL SELLING AUTOGRAPHED COPIES OF YOUR BOOKS AND OTHER MERCHANDISE • Source of “More Buying Choices” listings URL: SellerCentral.amazon.com
  40. 40. AMAZON SELLER CENTRAL SELLING AUTOGRAPHED COPIES OF YOUR BOOKS AND OTHER MERCHANDISE • Source of “More Buying Choices” listings URL: SellerCentral.amazon.com
  41. 41. AMAZON SELLER CENTRAL SELLING AUTOGRAPHED COPIES OF YOUR BOOKS AND OTHER MERCHANDISE • Source of “More Buying Choices” listings • Post a separate, custom product, like an autographed edition (claim on AuthorCentral!) URL: SellerCentral.amazon.com
  42. 42. AMAZON SELLER CENTRAL SELLING AUTOGRAPHED COPIES OF YOUR BOOKS AND OTHER MERCHANDISE URL: SellerCentral.amazon.com
  43. 43. AMAZON SELLER CENTRAL SELLING AUTOGRAPHED COPIES OF YOUR BOOKS AND OTHER MERCHANDISE • Source of “More Buying Choices” listings • Post a separate, custom product, like an autographed edition (claim on AuthorCentral!) • Customer buys through Amazon • Amazon takes a cut ($.99 plus referral & variable closing fees) URL: SellerCentral.amazon.com
  44. 44. AMAZON SELLER CENTRAL SELLING AUTOGRAPHED COPIES OF YOUR BOOKS AND OTHER MERCHANDISE • Source of “More Buying Choices” listings • Post a separate, custom product, like an autographed edition (claim on AuthorCentral!) • Customer buys through Amazon • Amazon takes a cut ($.99 plus referral & variable closing fees) • You fulfill — within 2 days of order URL: SellerCentral.amazon.com
  45. 45. AMAZON SELLER CENTRAL SELLING AUTOGRAPHED COPIES OF YOUR BOOKS AND OTHER MERCHANDISE • Source of “More Buying Choices” listings • Post a separate, custom product, like an autographed edition (claim on AuthorCentral!) • Customer buys through Amazon • Amazon takes a cut ($.99 plus referral & variable closing fees) • You fulfill — within 2 days of order • Cons: Not always easy to navigate, and may not be worth the time it takes to set up product URL: SellerCentral.amazon.com
  46. 46. AUDIBLE CREATIVE EXCHANGE (ACX) THE DEVELOPMENT AND DISTRIBUTION OF AUDIOBOOKS URL: ACX.com
  47. 47. 2016 STATS (APA) YEAR TO YEAR GROWTH OVER 20% 47 $1.7 BILLION IN 2015 FICTION 75% TARGET AGE: ADULT 90%
  48. 48. AUDIBLE CREATIVE EXCHANGE (ACX) THE DEVELOPMENT AND DISTRIBUTION OF AUDIOBOOKS • Creative Exchange: audition and hire a narrator/producer for your book • Royalty share: sales are split 50/50 by Audible between you and producer • Per finished hour (PFH): You pay narrator based on finished length of book, keep all royalties URL: ACX.com
  49. 49. AUDIBLE CREATIVE EXCHANGE (ACX) THE DEVELOPMENT AND DISTRIBUTION OF AUDIOBOOKS • Creative Exchange: audition and hire a narrator/producer for your book • Royalty share: sales are split 50/50 by Audible between you and producer • Per finished hour (PFH): You pay narrator based on finished length of book, keep all royalties • Pro: Only way to get your audiobooks onto Audible, iTunes, & Amazon — 90%+ of market URL: ACX.com
  50. 50. AUDIBLE CREATIVE EXCHANGE (ACX) THE DEVELOPMENT AND DISTRIBUTION OF AUDIOBOOKS • Creative Exchange: audition and hire a narrator/producer for your book • Royalty share: sales are split 50/50 by Audible between you and producer • Per finished hour (PFH): Pay narrator based on finished length of book, keep all royalties • Pro: One way to get your audiobooks into Audible, iTunes, (& Amazon) • Con: Audible/Amazon holds a monopoly, so royalties aren’t great • Exclusive: 40% of sales — split with producer if royalty sharing • Non-exclusive: 25% of sales — split with producer if royalty sharing URL: ACX.com
  51. 51. all things July 9, 2016 The Key Room, Novato, California BAIPA.org TheWonderlady.com Ruth SchwartzDavid Kudler StillpointDigitalPress.com BrandVines.com Judy Baker Becky Parker Geist ProAudioVoices.com

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