Scott Lorenz: Why Amazon Is Essential for Author Book Sales

Many authors dream of selling books exclusively through their own websites and keeping 100% of the profits. But according to veteran book publicist Scott Lorenz, that strategy often comes at a significant cost: fewer book sales. Lorenz, President of Westwind Communications, argues in a new article that for most consumer authors, Amazon is not just another sales channel. It is the marketplace where readers expect to find and purchase books.

Instead, it is how many books they sell. Readers who hear about a book through television appearances, podcast interviews, social media posts, or newspaper coverage typically go directly to Amazon to learn more and make a purchase.

Lorenz highlights several reasons why Amazon remains a critical platform for authors, including: - Reader buying habits and convenience - Increased credibility through reviews and customer trust - Better conversion from media appearances and publicity campaigns - Enhanced book discoverability through recommendation algorithms - Instant purchases through Kindle - Access to Amazon Advertising tools - Social proof generated through customer reviews

The article notes that Amazon and an author's website should work together rather than compete with one another. Lorenz advises that an author's website should be their marketing headquarters, where they build relationships, collect email addresses, showcase media coverage, and engage with readers. However, when it's time for readers to buy, the easier the process, the better the sales results.

The article also mentions that direct sales still play an important role for many authors, particularly when selling signed copies, special editions, corporate bulk orders, speaking-event books, and niche publications. However, Lorenz advises authors to view direct sales as a complement to Amazon rather than a replacement.

With more than three decades of experience promoting bestselling and self-published authors, Lorenz has helped secure thousands of television, radio, podcast, newspaper, and magazine appearances for clients across a wide range of genres. He emphasizes that Amazon provides visibility, discoverability, convenience, and trust, which help sell books. Most authors simply can't afford to ignore that reality.

The bottom line, according to Lorenz, is that if you want to sell books, you must be on Amazon. His advice is based on his extensive experience and the reality of current market trends.

Lorenz, who has worked with bestselling authors and self-published authors promoting all types of books, notes that his clients have been featured by Good Morning America, CNN, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman's World, and Howard Stern, among others. His clients include CEOs, CIA officers, Navy SEALs, homemakers, fitness gurus, doctors, lawyers, and adventurers.