In my previous post I talked about virtual co-op and how most online bookstores sell their prime real estate to the highest bidder (i.e., large publishing houses). The exception is Amazon, whose co-op is mostly based on merit. In other words, Amazon gives away most of its prime spots to those books best suited to a particular reader’s tastes. Now the question is: how can a book show Amazon that it’s the best choice to recommend?
The 4 Big Mistakes
Many authors, and even publishing houses, don’t understand Amazon’s genre categories. This naïveté is extremely detrimental for sales because Amazon uses genre categories to fill its Best Sellers lists. In short, if you don’t understand how to categorize your book, you’re almost guaranteed lackluster sales.
In this post I’ll again be drawing from David Gaughran’s book Let’s Get Visible: How to Get Noticed and Sell More Books.
Mistake #1: Your Categories Are Too Broad
For each book, a self-publisher can pick two of Amazon’s genre categories (traditional publishers, depending on their deal with Amazon, can choose up to five). A common mistake is to choose a genre that is too broad and too competitive.
The Fiction category, for example, has over 750,000 books. Appearing in its Top 100 would be, as Gaughran puts it, “beyond most mere mortals.”
Note: Gaughran includes in his book a Rank to Sales Estimator so you can estimate how you would fare in a respective category.
Not only are broad categories usually too competitive for most authors, they’re also a waste. Amazon filters its categories into each other, like rivers breaking off into little streams. Gaughran explains:
Even if you drill down several levels to choose something like Kindle Store > Kindle eBooks > Fiction > Mystery, Thriller & Suspense > Thrillers > Political, your book will still show in all of the top-level categories above the one you have chosen (i.e. Fiction; Mystery, Thriller & Suspense; Thrillers). In other words, when you pick something more specific like that, you are multiplying your potential visibility opportunities rather than restricting them. If your book is doing particularly well, you will appear on a number of Top 100 lists, all of which will drive further sales.
Mistake #2: You Don’t Diversify
With only two genre spots, it’s important to maximize visibility by opting for two distinct categories. Many authors, however, corner themselves by nesting their two choices in the same category. Here’s another example from Gaughran:
If you have written a gritty crime novel set on an army base in Iraq, the obvious category choices might be Kindle Store > Kindle eBooks > Literature & Fiction > Genre Fiction > Mystery & Thrillers > Crime, and Kindle Store > Kindle eBooks > Literature & Fiction > Genre Fiction > Mystery & Thrillers > Police Procedurals. However, there are two weaknesses to this approach. First of all, they are both very competitive categories, requiring around 100 sales a day to hit even the front page of the Best Seller lists.
Second, they are both roots of the same top-level category: Mystery & Thrillers. . . . You could keep Kindle Store > Kindle eBooks > Literature & Fiction > Genre Fiction > Mystery & Thrillers & Suspense > Crime, and choose something a little less competitive for the second.
Kindle Store > Kindle eBooks > Literature & Fiction > Genre Fiction > Action & Adventure requires around 200 sales a day to hit the front page of the Best Seller list but others are less demanding such as War (50 sales a day), and Men’s Adventure (40 sales a day).
Don’t over-correct by choosing a category so small that it barely has any reader traffic.
Mistake #3: You Don’t Change Up Your Categories
Back in the day when there were only brick-and-mortar bookstores, a book was typically placed on only one bookshelf, and that was its permanent home. Nowadays with online bookstores, shelving is much more fluid, and a book that doesn’t explore new shelves risks stagnation.
According to Gaughran, there are a number of reasons why an author might virtually “re-shelve” her book by changing its genre category:
- If a book’s sales have slowed and could use more visibility by switching to a less competitive category
- If a book has strong sales and could do well in a more competitive category (which is, by default, seen by more readers)
- If a book has had a long run in a certain category and could use a fresh readership
Switching a book’s categories requires the author to be honest about her story and aware of the expectations of each genre. “It’s a bad idea to choose any category that isn’t a good fit for your work,” Gaughran says. “The few readers who do download your book will probably be outside your target audience, and they will likely respond with poor reviews. Tread carefully. Nobody likes being hoodwinked.”
Mistake #4: You Don’t Choose a Kindle Category
This mistake might sound a bit counter-intuitive. Not all available categories are actually categories within the Kindle Store. “Like virtually all e-book retailers,” Gaughran explains, “Amazon gives you numerous category choices when uploading your book or making changes. These are based on BISAC subject headings, which are industry standard. . . . While the system attempts to map your BISAC choice to a Kindle Store category, it doesn’t always work.”
This conundrum can result in one of three outcomes:
- Your e-book is in a book-only category (i.e., it is categorized with print books).
- Your book is in an international-only category (for example, Medical Thriller, which is included in the UK Kindle Store but was only recently added to the US Kindle Store).
- Or you pick an ill-fitting category because you don’t realize that there are other Kindle Store categories that are not selectable when uploading.
If you do choose a category that isn’t offered in your country’s Kindle Store, you are essentially wasting one of your two categories. However, with this potential trip wire, there is also an opportunity. Gaughran explains:
Those Kindle Store-only categories are sparsely populated as few authors or publishers have chosen them. As there are fewer books to compete with, you don’t need to sell very many books to appear in the charts; this gives crucial visibility opportunities to books that aren’t selling particularly well, or those that have just been released and haven’t built up a head of steam yet.
Keep these four pitfalls in mind when you’re ready to publish and you will give your book a much better chance at bestseller-dom. As Gaughran says, “If you understand how the category system works, you can give your book instant visibility on Amazon.” Are there any tips or tricks you’ve learned on how to give a book more visibility?