There is more nonsense written about Amazon than almost any other topic because mere mention of Amazon will get you more clicks than anything else — although the “A9 Algorithm” might be the most ridiculous topic of all.
Amazon also happens to be an incredibly divisive subject generally, one of those where little nuance seems to be permitted — and someone writing articles about Amazon tends to regularly get labeled a “shill” or a “hater,” depending, sometimes off the back of the same piece!
Talk of Amazon can also be quite lucrative. The currency of the internet is attention — as I think was once said by Jeff Bezos, although I’m scared to Google it in case I start getting hunted down on every corner of the internet with hyper-personalized ads offering to make me a Kindle Publishing Millionaire or help me build a Drop Shipping EMPIRE.
Internet marketers are not known for their rigorous application of the scientific method. One intrepid black-hatted pioneer will discover a tasty data-morsel, dress it up in distracting finery, and then parade it about as part of a $2000 course. And then a dozen more will riff off that for their own courses and Patreons and books and masterminds and exclusive online workshops and virtual conferences; it’s like the most expensive game of telephone ever.
Sadly, it’s also quite value-free if you like hard facts.
This kind of environment shows some of the drawbacks of the brave new world ushered in by the internet and Google. If search for the phrase “amazon algorithm,” for example, the very first result is an article titled “Everything You Need To Know About Amazon’s A9 Algorithm,” and my BS alarm immediately goes off — use of the singular “algorithm” is a dead giveaway that the person doesn’t have a clue what they are talking about. Use of “A9” in this manner is another. Read More…
Also Boughts play an important role on Amazon, but it is one which is commonly misunderstood, because Also Boughts are much more important for what they represent. Which means you shouldn’t worry so much if they aren’t currently displaying on your book’s page — or even if they go away forever! — because Amazon’s giant recommendation engine will be completely unaffected.
That statement will spark some vehemently disagreement, I’m sure, but give me the opportunity to show you exactly what I mean.
Amazon makes millions of book recommendations to readers every single day — both on-site in various slots around the Kindle Store, and by email as well. These recommendations take many different forms. Some are very top-down, but most are either personalized for each individual reader, or contextual — based on what the reader is viewing at that moment, or the place they are in the Kindle Store, or an action they just performed.
Let me give you an example.
During the research process for the forthcoming second edition of Amazon Decoded, I conducted a number of simple experiments, which were quite revealing.
Have you ever noticed what happens when you buy a book in the Kindle Store? I mean, have you noticed what happens on-screen directly afterwards? Amazon never misses a trick, and as soon as you complete the purchase, a confirmation screen appears, recommending several more books of course.
Amazon is split-testing things all the time, of course, so you may see this play out slightly differently each time you purchase a book, but, commonly, you will see Amazon push the book in the #1 Also Bought slot pretty hard. Read More…
Marketing these days can feel like tackling a high-wire on a unicycle… while juggling chainsaws. And that’s for experienced authors. For those with lower budgets or fewer books, the challenge can seem like entering the World Ice-Sculpting Championships armed with a box of matches and an ice cube.
Because what you are aiming to do is this:
* Sell enough to rise in the Best Seller Lists and get seen by lots of new readers.
* Shift sufficient units over an extended period to jump up the Popularity List and get pushed en masse to Amazon customers via emails and on-site recommendations.
* Keep that higher level of sales consistent enough over at least four or five days – i.e. minimizing spikes and, especially, dips throughout – hoping to convince the Kindle Store algorithms that you are the real deal, whereupon they may take over and do the selling for you.
Errr, and this also:
* Exclusively target the right readers so that your conversion rates are decent and the bloodthirsty Amazon algorithms don’t take your book to the woodshed.
*Avoid having the wrong readers purchase, so your Also Boughts are in fine fettle and Amazon has a clear idea of who might like your book. If this get muddled, Amazon will start recommending you to all the wrong people, often a one-way ticket to the primordial ranking ooze.
At this point, you might be planning some quality time with a bottle of vodka. Read More…
A problematic feature of the world in 2018 is that the social networks we have built seem to spread misinformation faster and wider than its more accurate counterpart, and this can lead authors to make decisions counter to their interests. One of the enduring myths surrounds “The Amazon Algorithm.”
That phrase alone is a red flag to me because anyone who has a good idea about how Amazon works knows there is more than one algorithm — for example there are separate algorithms which determine how books are ranked in the bests seller charts, in the popularity list, plus which books appear in search for a given term and what order they appear in. And that’s just the tip of a very big iceberg.
That’s not the only thing about the phrase “the Amazon algorithm” which sets me on edge — speaking about it in such a way betrays a fundamental misunderstanding of what algorithms are, and what they can do. Read More…
Let’s Get Digital 3 was announced this week and it is going very well indeed, with 1,000 copies pre-ordered already. The amount of sharing and recommending and tweeting has been spectacular – I’m very grateful to you all.
In fact, I have a gift for you.
Amazon Decoded: A Marketing Guide to the Kindle Store is now available. And it’s FREE. All you need to do is sign up to my mailing list to get a copy. That’s it. And you can unsubscribe right after if you wish, I don’t mind at all! Really. Read More…