Here’s an ugly truth about Amazon you’re not going to like:

They actually don’t care if you sell books.

I know.  I KNOW!!  How rude of me to say such a thing.

Self-publishing offers incredible opportunities for authors to share their work with the world. However, many self-published authors inadvertently sabotage their success through misconceptions, unrealistic expectations, and avoidable mistakes. One major problem, in particular, is the assumption that Amazon will handle all their book marketing efforts.

The Amazon Myth

A common belief among self-published authors is that simply uploading their book to Amazon is enough for it to find its audience. They assume that the platform’s algorithms will magically propel their book to success. While it’s true that Amazon provides a marketplace and tools for authors, it’s ultimately up to the author to drive traffic to their book and engage potential readers.

Amazon’s algorithms reward sales momentum, high-quality metadata, and consistent customer engagement. In other words, you need to bring readers to your book before Amazon will begin to actively recommend it to others. If an author doesn’t invest in marketing efforts, their book is likely to languish in obscurity no matter how great it is.

Fear of Marketing

Many authors hold themselves back because they are intimidated by the idea of marketing. They view themselves purely as creatives, preferring to focus on writing rather than selling. Unfortunately, this mindset can prevent them from reaching their full potential. Marketing doesn’t have to feel sleazy or overwhelming—it’s about finding ways to authentically connect with readers who will love your work.

Overcoming the Self-Sabotage Mindset

Here are some actionable steps for authors to avoid self-sabotage and take control of their book’s success:

1. Learn the Basics of Marketing Marketing doesn’t require a degree in advertising. Start by understanding your target audience, creating a compelling book description, and building a professional author platform.
2. Utilize Amazon Ads Wisely While Amazon won’t market your book for you, their advertising platform allows you to run targeted campaigns. This can boost visibility and help you reach readers who are already interested in your genre.
3. Develop an Email List An email list is one of the most valuable tools an author can have. It allows you to build a direct connection with your readers, announce new releases, and foster a loyal fan base.
4. Leverage Social Media Use platforms like Instagram, Facebook, or TikTok to share behind-the-scenes content, engage with readers, and generate excitement around your book.
5. Embrace Continuous Learning The publishing landscape is constantly evolving. Stay informed about industry trends and experiment with new strategies to find what works best for you.

Final Thoughts

Success as a self-published author doesn’t happen by accident. It requires dedication, resilience, and a willingness to learn. By letting go of the expectation that Amazon will do all the heavy lifting, authors can take control of their journey and unlock their book’s true potential. Remember: no one will be more passionate about your book than you. The sooner you take ownership of its success, the closer you’ll be to achieving your goals.