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Advertising for KDP Books

Running ads for your KDP books can help you reach new customers. With Amazon Advertising, you can create custom ads for readers likely to be interested in books like yours. Target by keywords and products to show your ads on search and detail pages to relevant shoppers.

You set the budget you want to spend and the maximum amount you're willing to pay when shoppers click your ad. Ads are run on a cost-per-click, auction-based model. The more competitive your cost-per-click bid is, the more likely your ad will be displayed. We recommend you set bids at the maximum amount you are willing to pay for a click on your ad. You'll never be charged more per click than what you bid.

Getting started guide

Step 1

Check eligibility requirements

You can create ads for books you published through KDP that are available on Amazon.com, Amazon.ca, Amazon.co.uk, Amazon.de, Amazon.es, Amazon.fr, Amazon.it, or Amazon.com.au and meet these requirements:

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:

  • The book title in the ad and product detail page must include a language disclaimer, such as “The Book I Wrote (French Edition)” or “Un Deux Trois (French Edition)”.
  • Customizable headline or custom text, where applicable, must be in the language of the Amazon site where the ad will display.
  • Where possible, a local language translation of the book title should be in the book title, headline, or custom text.

Step 2

Get your detail page ready

Customers who click your ad will be taken to your book's product detail page, and a strong detail page can help convert the click into a sale. Make sure your detail page has:

  • An accurate, descriptive title
  • High-quality images
  • Relevant and useful information
  • Support for any claims made in your ads

Step 3

Create an Amazon Advertising account

  1. Go to the Marketing tab.
  2. Select a marketplace for advertising in the Amazon Advertising field.
  3. Click Manage Campaigns. You'll be redirected to Amazon Advertising to set up an account. If you haven't set up an Amazon Advertising account for this marketplace, sign in with your existing KDP credentials to register. Repeat this step for each new marketplace you wish to advertise in. To change language in the advertising console click your user name in the header bar and select one of the available options from the dropdown menu.

Step 4

Choose an ad type

You have 3 options for advertising your KDP books: Sponsored Products, Sponsored Brands, and Lockscreen Ads. You can create Sponsored Products and Sponsored Brands campaigns for your eBooks and paperbacks. Only eBooks are supported for Lockscreen Ads.

  • Sponsored Products (eBook and paperback) promote individual titles to readers as they search for books. Sponsored Products are targeted by keywords or products. They appear within search results and on product detail pages across desktop and mobile. With a simple campaign creation process, Sponsored Products is the recommended way to get started advertising. You can run Sponsored Products ads on Amazon.com, Amazon.ca, Amazon.co.uk, Amazon.de, Amazon.es, Amazon.fr, Amazon.it, and Amazon.com.au if you have a title eligible in those marketplaces.
  • Sponsored Brands ads feature your profile picture and 3 of your books. These ads appear in multiple locations on desktop and mobile pages, including above search results. You can run Sponsored Brands ads only on Amazon.com if you have at least 3 eligible titles in this marketplace under the same author name.
  • Lockscreen Ads (eBook only) are pay-per-click, interest-targeted display ads that appear on Kindle E-reader and Fire tablet lockscreens and Kindle E-reader home screens. Lockscreen Ads reach customers on their devices, where they are reading and making eBook-purchasing decisions. Ads are targeted by genre interests. Lockscreen Ads campaigns are available for campaigns on Amazon.com only.

Learn more about Campaign Types.

Step 5

Create your ad

Step 6

Preview your ad

You can preview your ads during campaign setup. Previews show what ads looks like with custom text, but they may not exactly represent all the elements in live ads.

Your ad will contain your book cover image, book title, author name, current star rating (if you've received at least 15 reviews and they average 3.5 stars or higher) and, in some placements, the list price. With some placements, the ad will update the star rating and list price daily to correspond with your current Amazon detail page.

Step 7

Submit your campaign for review

We review ads within 72 hours after submission to ensure they meet our requirements. Here are the three most common reasons we reject ads:

  • Grammatical errors
  • Unsubstantiated claims (e.g., #1 Bestseller)
  • Images not appropriate for all audiences

For details, see the Amazon Creative Acceptance Policy and the Amazon Book Ads Creative Acceptance Policies.

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