Optimizing Your Amazon Sales Page (Starting a Small Press Publisher)

Getting your book found on the Internet is different from getting your book found in a bookstore. In a store, publishers can pay extra for special displays like the ends of the shelves or the tables at the front and that’s great for visibility. Online you have to do some other things to gain visibility.

blogpostproduct page


This to some is a scary word (or acronym, I should say). It stands for Search Engine Optimization and means setting up your page to be as friendly to search engines as possible. Sometimes people try to use tricks to scam the system and that’s why Google and others are often coming out with updates that change how SEO works. But the basics remain the same: keywords, tags, high-quality links. From what I can tell, it really isn’t complicated at all!

The high-quality links is something to work on for your publishing company’s individual website rather than for the Amazon or Barnes and Noble sales page. It means that search engines see it favorably if other people link to your page, it shows that they find something valuable there. The software will crack down on you, though, if the links back to your page are from link farms and scammy pages. Build links slowly and organically for your personal webpage!

For your book’s sales page at Amazon and other e-retailers, keywords are something you’ll want to pay attention to.


You’ll want to come up with about 13 keywords that someone looking for a book just like yours would type into a search engine to find it.

Brainstorm lots of words. Words that relate to the subject of the book, the genre of the book, some of the key elements of the book. Then take your list of words and plug them into a tool like Google Keyword Search. This tool will give you an idea of how popular that search term is and will give you some ideas about related keywords that might be searched more often.

Also look at the categories on Amazon’s Kindle store. Figure out which category or “theme” (this is a new thing!) your book would best fit in and then use those words as some of the tags (Amazon will ask you for 13 tags when you are uploading the book).

Book Description

You may already have your back cover copy, which is the snappy and intriguing few paragraphs that will entice people to pick up your book. That same copy will be the description you use on the e-retailer’s page. See if you can work in a few of your keywords to the description in a natural way. Then you’ll want to repeat those same keywords as tags too.

Page Presentation

The most important thing, though, is that the description of the book makes people want to learn more. It should match the tone of the book too so that it gives people a sense of what to expect.

You can use some html coding in the description area (it used to be Amazon’s own language there but now html works). Here is a good overview of the html you can use: http://www.jesusp.com/how-to-format-your-amazon-kindle-book-descriptions-html-images/ Some people will suggest updating the book description from the “author central” page, but if you’re the publisher and you have lots of authors you aren’t going to be the one updating those pages. You’d need a different Amazon account for each one, I think. I haven’t actually tried it on any of the authors other than myself. I would suggest telling the authors to claim their author page and fill it out with headshot and bio.

You want to make full use of this ability without going overboard with fonts and changes. This page is your store front and it needs to look beautiful and inviting. You don’t want a bunch of text crammed together but you also don’t want wild changes of formatting and text size every couple of words either!

How I’m Doing It

Right now I’m happy with our keywords and tags, but the look of the descriptions could use some polishing I think. I recently experimenting on the page for (W)hole and I’m going to be working on updating the others now that I see that the html actually works! I will probably still tweak (W)hole’s also. I like to add in the endorsement quotes on the description page too.