From veteran publishing consultant Mike Shatzkin:
Every publisher with more than a handful of published titles has a daily challenge to assign the marketing resources available to where they will do the most good. Efforts no longer have to be restricted, as they sensibly were until the most recent past, by what titles have inventory in front of customers on store shelves. With more than half of book sales — and for many titles half of the print sales — taking place online, the lack of availability of copies in stores is no longer the insuperable barrier it once was to getting sales when a title has appeal in the marketplace.
In fact, better allocating their marketing resources may well have become the single biggest opportunity for publishers to improve sales in the digital age.
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What Pete learned through data-driven experimentation, which has been leveraged by OptiQly, is that Amazon reads dozens of ranking signals to determine its own marketing position on any book at any time. So the Amazon product page becomes a window into a title’s online positioning, if you know how to look through it.
From the user’s perspective, OptiQly looks at each book and gives it two “scores”: one for the “brand” (which most of the time means the author’s online footprint and credibility) and one for the “product”, which is the book itself. The higher the score, the more likely the product is to be successful within the online retail environment.
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OptiQly looks at the ecosystem outside of Amazon — as Amazon itself does — to find out whether there is interest in the title and the brand. But then it looks inside Amazon to see if people can find the title and whether it is positioned correctly. As Ruszala explains it, the book’s Amazon “page” is its storefront where the title can be — metaphorically — face out at eye level or spined on an ankle-level shelf.
Amazon is trying to put the most appealing title for you in front of you, and what Amazon considers the most appealing titles are merchandised directly by Amazon in a variety of ways, guaranteeing an uptick in sales, with no added marketing expense to the publisher.
Link to the rest at The Shatzkin Files