Part 2: The Hidden Cleverness of Amazon
By Larry Kahaner
Amazon’s Kindle Scout program makes my head spin. It’s clever in ways that you don’t see. (Read “Part 1: The Weirdest Writing Thing I’ve Ever Done.“)
Amazon has disrupted the traditional publishing business which consists of the following flow: the author who writes the book, to the agent who acts as a filter for publishers and the publisher who produces the book. The last link in the chain is the bookstore. In the olden days, the publisher would not only acquire, edit and print, but market, promote and sell the book. However, in the past few years, publishers have taken less of a role in marketing, promotion and publicity, leaving much of it to authors. (Except for top authors who still get this treatment even though their books don’t need it.) And publishers certainly do far less editing and working with authors’ writing than ever before.
At every step in this worn-out process, Amazon has inserted their monkey wrench. They took on bookstores by making physical browsing obsolete. You now can read the first few pages of any book on line without charge. You can even return an e-book if you don’t like it. For better or worse, bookstores are disappearing or morphing into coffeehouses.
Next, e-books. Although they didn’t invent e-books, they made it a real business. E-books cut publishers hold on physical printing. Unfortunately, e-books led to lot of crappy books, because Amazon and others made publishing e-books just too easy. It’s a shame because a lot of really good books, from unknown and even known authors, are being drowned in a sea of publishing dreck. We need a filter, someone like an agent.
Behold: Kindle Scout.
When an author submits a book to Kindle Scout, the editors at Amazon (many of whom are highly-skilled editors laid off by the publishing industry during the recession) become the first filter, the job of agents. They don’t accept every book that comes their way which is a plus for potential readers because they don’t have to wade through a ton of poor books to find one they want to read.
But it gets better.
Readers, who are attracted to the cover and the teaser line, read the excerpt and vote if they would like to read more. Authors, of course, are compelled to not only produce a ‘selling cover’ but the promotional material, and then cajole readers to sample the excerpt. In essence, authors are doing the jobs that traditional publishers have given up on – which publishers now expect most authors to do anyway. As an incentive for doing this work, Amazon gives authors about half of the proceeds, a much larger chunk than traditional publishers.
But wait, there’s more.
If your book is not chosen to be published by Kindle Scout, many authors will then self-publish because they already have a great cover, followers who voted for their book and the confidence and marketing/promotion skills they learned during the campaign. Kindle Scout is like a training program for authors.
The best part is that readers have their pick of professionally-written, vetted books that are a cut above the slap-dashed self-published books that are flooding the market.
Bottom line for Amazon: They get to sell better-written books with compelling covers by authors who know the business side of writing.
Amazon is just so damn clever.