Writing the book was hard. Marketing it shouldn’t be. The Amazon Author Formula: Insider Tips, Tricks, and Strategies for Selling More Books! ➱ Book Tour with Guest Post and Q&A

So many authors pour their hearts into writing the perfect book—only to feel lost when it comes time to sell it.

The Amazon Author Formula Workbook is a roadmap for authors who want to not only understand Amazon’s systems—but use them to their advantage. Penny Sansevieri walks authors through the mechanics behind Amazon’s discovery engine, breaking down complex topics like keyword targeting, category alignment, pricing psychology, retail page optimization, and ad campaign design. What sets this workbook apart is its format: each chapter is an actionable worksheet, allowing authors to apply what they’ve learned directly to their own book. It also includes planning sheets for ARCs, launch timing, promotions, and performance tracking—creating a repeatable system for every release. With all materials available to download and print, the workbook is built to evolve with an author’s career—not just one book.

Sansevieri, who has spent decades on the front lines of publishing, built Author Marketing Experts to help authors cut through the noise with intentional, tailored strategies. She’s worked on thousands of campaigns across genres—from self-published memoirs to high-profile nonfiction and fiction launches. Known for her data-first thinking and empathetic coaching style, Penny blends business savvy with a deep respect for creative process. She’s also the author of 24 books, teaches marketing at NYU, and co-hosts the top-rated podcast Book Marketing Tips and Author Success.

 

Workbook:

Amazon: https://bit.ly/3IvRBmY

Goodreads: https://www.goodreads.com/book/show/236895802-the-amazon-author-formula-workbook

Book

Amazon: https://amzn.to/40YJfKN

Goodreads: https://www.goodreads.com/book/show/205853206-the-amazon-author-formula

Excerpt:

Understanding Amazon’s Ecosystem

Amazon is more than just the world’s largest online bookstore—it’s a complex ecosystem that, when understood and navigated correctly, can propel significant success for your books. In this chapter, we’ll dive into the core mechanics of how Amazon works for authors, from category rankings and algorithms to mastering keywords and metadata. Understanding these elements is the foundation for getting your book seen by the right readers.

Key Concepts

Amazon's Algorithms and How They Work

Amazon uses algorithms to determine which books get the most visibility. These algorithms consider factors like sales velocity, reviews, and engagement. The better you understand how these factors play into your book’s success, the more you can take advantage of them.

   

2. Keyword Optimization

Keywords are essential for helping readers find your book. When people search for a topic, Amazon pulls up books based on the relevance of the keywords entered. Your book needs to be optimized with the right keywords that align with the subject your target readers are searching for.

   

3. Categories and Subcategories

 

Choosing the right categories can significantly impact your book’s visibility and its chances of becoming a bestseller within that category. By selecting both broad and niche categories, you can increase the likelihood of your book ranking high and staying visible for longer periods.

4. The Power of Bestseller and Hot New Release Lists

 

Appearing on Amazon’s bestseller lists, or hot new release lists is a great way to increase your book’s visibility. But reaching these lists isn’t just about luck—it’s about strategically positioning your book through timing, keywords, and initial sales pushes.

But before we dig into all of this, let’s find your perfect target reader. 

Who Are Your Target Readers?

What do you think are your correct keywords? Chances are, whatever you said may be wrong. The reality is that authors often perceive their book differently than they should. It’s not because they’ve misunderstood who their reader is, but they often assume their reader base is much larger than it is. This is in no way a bad thing. However, it’s all  about zeroing in on who your reader is. In other words, who would naturally gravitate to your book vs. who may stumble upon it accidentally and be intrigued? This latter group of readers is not your target. Let me explain. 

Let’s say you’ve written a young adult book. It’s an adventure story with some fantasy elements and you say, “Well, my book is not that dissimilar from the Harry Potter series, so clearly my target audience is very wide: young adults, and adults of all ages.”

Harry Potter did well across a variety of age groups; that’s a true statement. But it didn’t start out that way. The publisher started out by focusing on the core reader group and expanded out from there. 

Before you can dive headlong into finding great keywords, you need to identify your readers. What similar books do they read? How will your book help them, etc. 

Finding the Best Categories for Your Book

Putting your book in the wrong category is akin to shelving your book in the wrong place at a bookstore or library. You want to go where your readers are, which means being laser focused on which “shelf” your book should be on. 

There are two types of categories; the first are the standard industry categories, also referred to as BISAC (Book Industry Standards and Communications). The second are the Amazon Kindle categories. You’ll want to review my book to help better understand this process, as well! 

Generally, I recommend applying your Kindle book to these very Amazon-specific categories. Why? Because they’re unique, underused, and a great way to gain more visibility for your book. 

Guest Post:

Is Your Book in the Wrong Category? Here’s How to Fix It

When it comes to selling books on Amazon, most authors obsess over ads, reviews, or even the perfect book description. But there’s one often-overlooked issue that could quietly sabotage your book’s discoverability — and that’s categories.

If your book is shelved in the wrong category, you’re not just missing readers — you're sending Amazon’s algorithm all the wrong signals.

So how do you know if your book is in the wrong place?

And more importantly, how do you fix it?

Let’s dig in.

The Problem with Bad Categories

Putting your book in the wrong Amazon category is like hiding it on the wrong shelf at a bookstore. If you wrote a romantic suspense novel but Amazon has you filed under “general romance” or “thriller,” your ideal reader won’t find you.

Here’s why that matters:

• Readers search by genre.
• Amazon recommends books based on categories.
• Bestseller status is tied to category rankings.

So yes, your categories matter a lot more than you think.

How to Check (and Fix!) Your Categories

Step 1: See where your book is now.

Scroll down your Amazon retail page to the “Product Details” section. You’ll see which categories your book is currently ranking in — or not ranking in.

Step 2: Browse your competition.

Go to the Kindle Store and click “Categories” on the left-hand sidebar. Drill down by genre until you find highly specific subcategories. Look at the bestseller ranks of top books in those sections. Are they similar in length, genre, or tone to yours?

Step 3: Aim for the right balance.

You want categories that are relevant and get traffic, but not so competitive that you’ll never break in. For example:

• “Cozy Animal Mysteries” = niche and findable
• “Fiction > Mystery” = crowded and vague

Step 4: Update your categories.

If you’re self-published through KDP, you can update your categories from your dashboard. If you don’t see the exact category you want, you can request it by contacting Amazon support with the category path. (Yes, they’ll usually do it.)

If you're traditionally published, share the right categories with your publisher and ask them to make the request through their portal.

Final Thought: Small Change, Big Impact

Fixing your categories doesn’t cost a dime, but it can completely shift how your book performs on Amazon. If you’ve ever felt like you’re doing everything right but still not getting discovered, take a closer look at your categories.

It might just be the smartest fix you’ve never tried.

Author Q&A:

What inspired you to create a workbook version of The Amazon Author Formula?

I’ve worked or consulted with thousands of authors over the years, and I know that learning is one thing — applying it is another. The workbook was born out of a desire to bridge that gap. It’s designed to guide authors through hands-on exercises — refining keywords, polishing descriptions, rethinking pricing — with space to brainstorm, track, and implement. Think of it as a strategic playbook that turns learning into lasting results. And it absolutely plays off of The Amazon Author Formula, so using the two side by side works extremely well.

What’s one of the biggest mistakes authors make on Amazon?

They ignore their retail page. Authors focus on ads or social media without realizing that every campaign leads back to that Amazon page. If it’s not converting — if your keywords are off, your description is vague, your book cover is lackluster, or your categories are wrong — no amount of traffic will help. That’s why so much of the workbook focuses on refining that page. Every tweak improves your relevancy and increases your chances of showing up in searches.

Can the workbook help if my book has already been published?

Absolutely. In fact, most of the authors using the workbook already have books out. The beauty of Amazon’s system is that it’s fluid — you can update keywords, adjust pricing, optimize your book description, and test new ads. The workbook helps you evaluate what’s working and make strategic changes that keep your book competitive.

How is this workbook different from just hiring someone to do it for you?

Hiring an expert can be helpful — and I work with plenty of authors one-on-one — but not everyone has the budget for that. The workbook gives you the framework we use with our clients, but puts the power back in your hands. It’s built for authors who want to learn the process and make smarter, more confident marketing decisions going forward. You don’t just get answers — you learn how to ask the right questions about your book’s positioning, pricing, keywords, and more.

What part of the workbook do most authors find the most surprising or eye-opening?

The keyword research section! A lot of authors think they know what readers are typing into Amazon — but when they go through the keyword planner in the workbook and start researching real shopper behavior, it’s a total mindset shift. Most authors realize they’ve been using keywords that are too vague, too competitive, or simply not aligned with how readers actually shop. That section alone has helped so many authors increase visibility almost overnight.

Can this workbook help new authors who haven’t launched yet?

Yes, and honestly — I wish every author had this workbook before they launched. There’s a whole section on planning a successful book launch, including how to build momentum with ARCs, how to set a smart (and competitive) price point, and what to have in place before you run Amazon ads. Whether you’re still writing or getting ready to publish, the workbook acts like a roadmap so you can avoid costly mistakes and start strong from day one.

#AuthorToolkit #AmazonSuccess #SelfPubAuthors #BookMarketingMadeSimple #IndieAuthorTools #PublishingStrategy #AuthorGoals #SellMoreBooks #BookTour