A few years ago, Amazon started offering a low-cost
subscription plan for readers. For just $9.99 a month they could get unlimited
books each month. The downside, for readers, is that almost no books from major
publishing houses are offered in the program, and most of the books are written
by self-published authors. Of course, many of these are very good books. And
many of them sell phenomenally well.
What, then, are the advantages for the author?
New and unknown authors enrolled in KU may have a higher
chance of discoverability for their books. Being in KU also gives them an
opportunity to get more reviews.
And, as mentioned, the most successful of the KU books can
earn a lot of money. In early May (which did not compete with popular summer
reads), I counted 89 of the top 100 books in my Regency category at Amazon were
KU books.
Subsequently, those books were either being sold or were
earning off of “page reads” at a very high rate. Authors get paid a little
under half a cent for every page read. I have one friend who has all of her 30-plus
books in KU and earns $30,000 a month—after paying a whopping amount for
advertising on Amazon devices. (That figure does include her income from audio
and print books, as well as foreign editions.)
I am told that all those authors who sell well spend a hefty
amount on ads, but they wouldn’t be doing it were they not making a significant
return on investment. I know several who spend over $10,000 a month on Amazon
ads.
Another advantage to being in KU is the ability to have five
free days in the 90-day contract period. Other selling perks like Kindle
Countdowns are also offered exclusively to KU authors.
What are the disadvantages to the author?
Books enrolled in KU cannot be sold as eBooks anywhere
except at Amazon. Also, they cannot be offered to libraries for digital
downloads.
In the years I’ve indie published I’ve never made less than
$20,000 annually from cumulative sales at the other online vendors: Barnes and
Noble, Apple Books, Kobo, and Google Play together. Even though Amazon holds
the lion’s share of readers, I hate to give up a solid income like that.
I’ve been told that to be successful in KU, all your books
must be there, and you cannot go in and out. Stay there and give it a chance.
This was an extremely successful strategy for indie medieval author Kathryn
LeVeque, who for years has held top spots on Amazon bestseller lists.
I personally have never had good fortune with my
half-hearted attempts to go into KU. Admittedly, I’ve never gone “all in.” I’ve
tried stand-alone titles or series with less-than-stellar sales in an attempt
to boost sales. It’s never worked for me. I could not justify taking all my
40-plus books out of wide distribution for paltry sales.
Also, I’ve never had good success with Amazon ads, and I’m
not alone. Perhaps it’s just the historical genre, but I’ve talked to far more
authors who had no luck with Amazon ads than to authors for whom AMS ads
performed well. Authors at the higher echelon pay for a special Amazon
marketing program where the minimum investment is $10,000 a month to advertise
one book on one device.
While I’m not enthused about using KU, there is one
exception. I put the German books for which I hold the rights (some 25 of them)
in KU Germany. Every single one of them was a bestseller there, and every one
of them earned an Amazon All Star bonus, the highest being around $6,000 for
one month (when I had 3 million page reads).
While they’re still in KU Germany, page reads have dwindled
because the books are now old, and my last bonus was six months ago.
I may look at KU differently at some point, but for now I’m
staying in wide distribution.—Cheryl Bolen is the New York Times, USA Today bestselling author of more than 40 books,
most of them set in Regency England. Her newest release is One Room at the Inn. You can find her on the internet at these locations:
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