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Advertising for KDP books
Amazon Ads enable your books to appear in prominent placements in the Amazon store, helping you capture readers’ attention while they’re browsing for books. You’ll set your own budget, giving you control over how much you spend on your campaigns.
Choose between Sponsored Products ads, which appear in shopping results and on product detail pages, directing shoppers to your book’s detail page once clicked, or Sponsored Brands, which enables you to showcase a selection of your books and aid discovery of you as an author, or to run eye-catching video ads that direct shoppers to a detail page.
If you’re interested in using ads to reach new readers, read on to learn how to get started. We’ll also cover some FAQs, but for more information you can also visit the Support Center to discover step-by-step guidance, troubleshooting tips, videos, and more.
Or if you’ve already reviewed the information on getting started, go ahead and Register for Amazon Ads to launch your first campaign.
*Amazon and Kantar books path to purchase study, US only, August, 2023.
Moderation is a multistep process that every book advertisement on Amazon goes through. We consider your book content, book cover art, and the custom text or headline in your ads to ensure they fall within our retail and advertising guidelines.
This process helps make advertisements on Amazon safe, trustworthy, and high quality for our customers. And most importantly, it helps create a successful environment for book sales.
When review is complete, we will let you know if your ad was approved or rejected (usually within 24 hours, but this could take up to 3 business days). For more information and tips for approval, refer to the Complete Guide on Book Moderation.
If you don't have a custom image or want to get new ones, then you can also use Amazon’s AI-powered image generator to create custom images that match your book’s theme - absolutely free of charge.
Choose between Sponsored Products ads, which appear in shopping results and on product detail pages, directing shoppers to your book’s detail page once clicked, or Sponsored Brands, which enables you to showcase a selection of your books and aid discovery of you as an author, or to run eye-catching video ads that direct shoppers to a detail page.
If you’re interested in using ads to reach new readers, read on to learn how to get started. We’ll also cover some FAQs, but for more information you can also visit the Support Center to discover step-by-step guidance, troubleshooting tips, videos, and more.
Or if you’ve already reviewed the information on getting started, go ahead and Register for Amazon Ads to launch your first campaign.
How to create ads
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Check eligibility requirementsYou can create ads for books you publish through KDP, co-authored books, and books published outside of KDP. For KDP titles, ads are available in the US, Canada, Mexico, UK, Germany, Italy, Spain, France, Netherlands, India, Australia, and Japan.For traditionally published titles (books that are not self-published, and are published outside KDP), ads are available in the United States, United Kingdom, Germany, Italy, Spain, France, Canada, and Australia. To advertise your title, it must meet book advertising guidelines. Take this time to make sure your ad and book content meets the book ads creative acceptance policies. If the book title or content is in a language other than the language of the Amazon site where the ad will display, the following conditions apply:
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Get your detail page readyA strong detail page can help convert clicks into a sale. Make sure your book detail pages have a good summary of your title and includes support for any claims you may make in your ads (ex: New York Times bestseller).You can also use A+ content to enhance your product detail page by adding images, text, and comparison tables to engage readers and give more information as they consider buying your book. Learn more about A+content. |
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Add your books on Amazon Author CentralAdd your books to your Amazon Author Central account so they appear on your Author Page. To add books to your Amazon Author Central account:
For traditionally published titles, you must add at least one pen name and at least one book to your Author Central account before you can start advertising. To create a Sponsored Brands campaign, you must add at least one pen name with three unique titles to your Author Central account. Lean more about adding a new pen name. |
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Register for an advertising account
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Launch you first campaignWe recommend getting started with Sponsored Products. In just a few minutes, you can create a campaign, even if you've never advertised before.Sponsored Products are cost-per-click (CPC) which means you only pay when customers click on your ad. You choose how much to bid per click and set your own budget. After launching your campaign, it will go through a review process called moderation. Learn more about ads moderation. To learn more about Sponsored Products, read our author's guide to Sponsored Products. For additional ads resources, see I need more help with Amazon Ads, what resources are available to help me learn about advertising?. |
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Manage your adsAfter you’ve launched your first campaign, visit the Ads console at advertising.amazon.com to see your performance, manage your campaigns, and launch new campaigns. Keep in mind that you can only check on your ads in the Ads console, which you can also access via the marketing tab of the KDP portal.To learn more about optimization and campaign management, refer to Optimizing your campaign, or our video on reports for authors. You can also learn more about ads by looking I need more help with Amazon Ads, what resources are available to help me learn about advertising? |
Frequently asked questions
What type of Ads can I create?
With Amazon Ads you can choose between Sponsored Products and Sponsored Brands. To see more details about each ad type, refer to the Getting started guide for authorsWhy is there a difference between the reports showing in my KDP account and the ones in my Amazon Ads Account?
It’s normal to see a difference between the information displayed on your reports between your KDP and your Amazon Ads accounts. This is because your Amazon Ads account will only show numbers for the sales attributed to your ads, whereas your KDP account will show all numbers related to your books, whatever led to their purchase.| Report | KDP Account | Amazon Ads Account |
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| Sales |
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| Kindle Edition Normalized Pages (KENP) |
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Shows the estimated number of normalized pages attributed to your Sponsored Products campaign from customers who borrow your book from Kindle Unlimited. This metric helps you understand the volume of pages read after customers click your ads. |
| Royalties |
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The estimated KENP royalties metrics from your ads dashboard only reflect royalties from pages read that are attributed to an ad campaign for your book. This means, a customer who clicked on your ad and then read your book pages within 14 days after the click. |
Why should I advertise my books?
Amazon Ads helps you reach audiences where they shop, read, listen, and watch. With Sponsored Ads, you can connect with customers through ads that appear in Amazon shopping results and drive discovery of your brand as an author.- 74% of shoppers recall seeing an ad during their Amazon visit.*
- 51% of shoppers visit Amazon early in their purchase journey to gather information and for help finding books.*
- On average, book buyers who visited Amazon considered 22% more titles than book buyers who did not visit Amazon.*
- 46% of book buyers on Amazon use shopping results to research their book purchase.*
*Amazon and Kantar books path to purchase study, US only, August, 2023.
What is ad moderation?
Whenever you submit an ad for a book, it first has to go through a review and approval process we call moderation.Moderation is a multistep process that every book advertisement on Amazon goes through. We consider your book content, book cover art, and the custom text or headline in your ads to ensure they fall within our retail and advertising guidelines.
This process helps make advertisements on Amazon safe, trustworthy, and high quality for our customers. And most importantly, it helps create a successful environment for book sales.
When review is complete, we will let you know if your ad was approved or rejected (usually within 24 hours, but this could take up to 3 business days). For more information and tips for approval, refer to the Complete Guide on Book Moderation.
How do I create a new campaign?
You’ll need to be registered for an advertising account.- Sign into the Ads console.
- Click Create campaign below the performance dashboard. If you have never launched a campaign, you will be taken directly to the ad type selection page.
- Choose the ad type you wish to use and follow campaign creation instructions or follow our guidance to preparing your campaign, step-by-step.
How can I create ads with custom images and video ads?
You can use Sponsored Brands ads to create ads with custom images and video ads and drive awareness of your books with eye-catching creatives. To learn about Sponsored Brands for authors read our guide for Sponsored Brands for authors.If you don't have a custom image or want to get new ones, then you can also use Amazon’s AI-powered image generator to create custom images that match your book’s theme - absolutely free of charge.
I need more help with Amazon Ads, what resources are available to help me learn about advertising?
There is plenty of help content in Support Center and you can also check the book-specific resources below:- Get everything you need to launch from the author’s guide to Sponsored Products
- Watch our video on 3 essential steps before advertising.
- Watch our introductions to reports and measurement.
- Register for Amazon Ads webinars. Understand advertising best practices and ask questions in a live Q&A.
- Enroll in the learning console. Access free courses for authors to learn how to set up and analyze your campaigns.
- Getting started guide for authors. Overview of ad solutions and how to get started.
- Beginners webinar for authors. Review the on-demand webinar for authors to get started with Sponsored Ads.
- Understand your reports. Learn more about your advertising reports and how to use them.
- Complete guide on ad moderation. Everything book advertisers need to know about our moderation process.
- Author case study. Hear how Sponsored Products helped this author reach the right readers at the right time.
- Author case study. How author Bryan Cohen helps other writers increase their book sales with Amazon Ads.
