Book marketing

Sponsored ads is a good place to start for book promotion. For authors, consider Sponsored Products (appears in search results and product detail pages) and Sponsored Brands (appears in prominent locations on shopping results pages). Sponsored Products is recommended for Amazon Ads beginners and is available to all authors, while Sponsored Brands is limited to authors with three or more eligible titles under the same author’s name. Additionally, you can consider requesting managed display services, also available to vendors and publishers, to expand reach across Amazon and third-party websites.

To launch an Amazon Ads campaign for a new book release, you must first register to advertise. Once registered, sign into the advertising console to begin creating your campaign. It’s as simple as choosing your ad product, setting your budget, and creating your ad. For detailed step-by-step instructions for setting up and optimizing new book release campaigns, explore the author’s guide for Sponsored Products and the Sponsored Brands for authors guide.

The cost to advertise books varies based on the Amazon Ads solution used. Sponsored Brands and Sponsored Products work on a cost-per-click basis, meaning you only pay when a reader clicks your ad. You control your spend by setting your own bids and budgets. However, managed display services with an Amazon Ads account executive typically require a minimum spend of $50,000.

Amazon Ads can help authors and publishers reach readers effectively on Amazon. Front Line Publishing grew their annual revenue significantly over two years without increasing ad spend by using Sponsored Products to advertise only the first book in a series and using negative keyword targeting to reach the right readers. Binibi, a bilingual children's book company, achieved 20x growth in sales over 18 months by combining sponsored ads solutions. Explore our case studies to see how others have successfully used Amazon Ads to reach their goals.

In addition to the detailed guides for authors using Sponsored Products and Sponsored Brands, there are free courses on Amazon Ads Academy to help authors learn how to best use Amazon Ads products to achieve their goals. We have also shared expert advice from successful authors like Bryan Cohen on long-term advertising strategies and Valerie Thompkins on seasonal marketing approaches. These resources can help you develop effective advertising strategies for your books.