I hear and see this phrase more than I should. Indie authors with great intentions who are enthusiastic about promoting their books often say the phrase.

Sadly, what these authors don’t understand is that this one little phrase can ruin their book marketing efforts. This statement does not destroy all book marketing efforts, only those geared toward retail book buyers (a.k.a. bookstores) and librarians.

Don’t say this phrase. Really, there is never a need to say this phrase. It is not even necessary with readers. Don’t ruin your marketing efforts by saying,

My book is available on Amazon.

If you are attempting to sell your book to a bookstore, or even just trying to get a local bookstore to allow you to conduct a book signing, this simple phrase ruins your chances with the bookstore. Book buyers will not carry your book or host a book signing for you if you say this phrase.

Here is why:

1. Amazon is a bookstore.

Yes, you can “publish” your book through Kindle Direct Publishing (KDP). You can even request expanded distribution through the platform. However, Amazon is not a distributor, it is a bookstore.

As a bookstore, Amazon is in direct competition with any bookstore that you approach or try to get to sell your book. Brick-and-mortar bookstores have struggled due to Amazon’s stranglehold on book sales. Mentioning that your book is available on Amazon turns a retailer off. It’s like saying “You can buy my book at Target.” Bookstores don’t purchase books from other bookstores.

2. You show your ignorance.

I don’t mean to be rude; I am just trying to help. If you say to a bookstore buyer—whether in person or in an advertisement—“My book is available on Amazon”, the buyer immediately knows that you are a self-published author who does not understand the book industry.

Self-published authors and indie authors have sported a bad reputation for years. This is because there is a glut of poorly written, poorly edited, and poorly designed self-published books. In recent years, the stigma of self-publishing has been greatly diminished. However, it still lurks in the shadows. The phrase, “My book is available on Amazon”, causes the beast to come forth.

3. Every book is available on Amazon.

“Every” may be a slight exaggeration, but at least 99% of all books published are available on Amazon. KDP is not the only way to get your book on Amazon. Every publisher makes sure their books are available through Amazon. Publishers know that Amazon commands 50% of all print book sales. So, to harvest the most sales, all publishers make their books available for sale on Amazon.

There really is never a need to make a big deal of your book being available on Amazon—not for readers, not for librarians, and especially not for retailers.

For the most part, readers just assume that any book they hear about will be available where they shop. If they shop on Amazon, that is where they will look for the book. If they shop at Christianbook.com, that is where they will look for the book. Readers that shop at their local brick-and-mortar bookstore will assume your book is available there. Often, they will be surprised that the retailer does not have it in stock. However, if your book is in distribution, they can just ask the store to order it for them.

Related Posts:
Amazon Is Not a Distributor
Christian Retail Is Not Dead
Amazon: King of Book Sales

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Photo courtesy of Angelo_Giordano.