A checklist of things that have actually worked for me promoting non-fiction on Amazon.
Amazon Ads can seem daunting for authors looking to amplify the visibility of their books. With an overwhelming array of options and strategies, it’s easy to get lost in the details.
I’ve distilled my experiences into a practical checklist that has proven effective for promoting my non-fiction titles. This article isn’t just about throwing strategies at the wall to see what sticks; it’s about sharing what has consistently worked for me.
Note: I write entirely non-fiction. These strategies might work for fiction but I can’t be sure. As always, ymmv.
✅ Create a single portfolio per title
Creating a single portfolio per title groups all advertising campaigns related to a specific book. Benefits:
- Performance tracking — monitor and compare campaigns for that book.
- Simplified reporting — track spending, sales, and ROI per title.
- Efficient budget management — set a specific budget per portfolio.
✅ Create one ad per format
For every book title, create distinct Auto Ads for each format (Kindle, paperback, hardcover). Settings that work for me:
- Standard Ad for broad visibility
- Default bid around $0.34 (but no more than ~5% of retail price)
- Dynamic bids — down only
- Daily budget of $5–$10
- Negative keywords: “Free” and similar phrases
✅ Set a monthly budget for each portfolio
Start modest (e.g., $25/month). A monthly cap prevents overspend regardless of daily fluctuations.
✅ Ignore your ACOS
ACOS doesn’t capture brand awareness or organic sales from ad exposure. Compare total ad spend against total royalties over 90 days, not ACOS alone.
✅ Be patient
Allow campaigns to run for a few months before judging success. Compare 90 days before ads vs. 90 days after. Success = royalties exceed ad spend.
✅ Adjust your budget
On the first of each month, adjust each portfolio’s budget based on royalties from two months prior (Amazon pays ~60 days out). I use 25–50% of those royalties depending on title performance. Increase daily budgets before increasing bids.
✅ Your best ad is your next book
Cross-promotion, catalog depth, and Amazon’s algorithms all favor authors with multiple titles. While you tune campaigns, keep writing.