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Why You Need an Amazon Author Central Profile

You’re almost there. Your Amazon listing is officially live and ready to be shared, but the word on the street is that you need to set up an Amazon Author Central page too. Isn’t it enough to just sell your books through Amazon? Not quite.

An important rule of bookselling is: if there’s ever an opportunity to connect with your readers, take it. Amazon Author Central is one of those opportunities.

Author Central is a free and user-friendly online profile that will enhance your author brand and allow you to track sales. It can also be your answer to selling more books. Let’s go over why every author should take the time to create an Amazon Author Central profile.

When should I create an account?

As soon as your Amazon listing is up! You’ll want to optimize your listing and add a profile before sharing your pre-order link with the world. This way, you’ll have a professional-looking page for your first consumers (and this will also help with your Amazon SEO).

Why should I create an account?

There are six elements of an Amazon Author Central profile that can lead you to becoming a bestseller: biography, photos and videos, blog feeds, events, books, and URL. With all of these optimized on your profile, an Amazon Author Central page can…

1. Increase your Amazon and Google search rankings. The more active you are on your Author Central page, the higher you will appear in search results with keyword searches. This leads to organic sales and increased traffic to your various pages.

2. Track your sales performance by country. The profile will give you sales data through BookScan, a data provider for the book publishing industry, which doesn’t track all sales (only print book sales from bookstores and Amazon sales) but does provide insight on sales trends.

The sales tracking also includes a ranking, showing how well your book is doing compared to other books on Amazon. With constant access to your sales numbers by country, you’ll be able to observe what sales and marketing techniques are working and what aren’t.

3. Make changes to your listing on your own. Amazon gives you more control over any changes you want to make to your listing, such as changing the book description. This immediate and direct control will save you the 48 to 72 hours it typically takes for Amazon to make changes to any listing on their end.

4. Increase traffic to all of your book listings, including your websites and social media channels. Since your author page will display all of your books for sale at Amazon, a reader will be able to easily check out your other work. If they liked one of your books, they’re only a few clicks away from browsing the other titles you’ve written. This is an easy way to generate sales. They’ll also have access to your social media platforms and website. Even more, they can follow your Author Central page to receive alerts when you publish a new book.

5. Easily monitor book reviews and consumer discussions. Instead of having to constantly refresh your book listings in hopes of reading a new review, you’ll have access to all of your reviews in one place.

6. Build your credibility by giving readers a more personal glimpse of who you are. Readers want to know you and feel connected to you. By having photos, videos, a biography, and updates on your life through social media, they’ll continue to support your work. A detailed Author Central profile shows that you’re a professional, one who cares about their readers and has a compelling and trustworthy platform. It’s always a good sign when an author has a strong online presence. The more you can add to your profile, the more readers will feel that they have a personal relationship with you. The goal is to create a powerful first impression that leaves readers life-long fans.

The increased visibility, credibility, and readership of an Amazon Author Central profile is worth any time you spend optimizing your account. This is an easy marketing resource that you don’t want to miss out on.

Create your profile now.

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The Ins and Outs of Amazon Author Central (and why you should have one)

Many authors right now are wondering how on earth they can connect with their readers when they can barely leave the house.

Without in-person signings, launches, and promotional events, it’s a lot harder to create and build relationships with readers during the pandemic. That said, there is no better time for you, as an author, to take advantage of all the online resources available, such as *ahem* Amazon Author Central.

Amazon Author Central is a free and user-friendly online profile that can enhance your author brand. It can also be your answer to selling more books. We will take you through all the ins and outs of an Amazon Author Page in this post, so get ready!

Where can I find someone’s Amazon Author Central Page?

If you search for a book and click on the author’s name below their book title, you’ll see their author page. This is where you can showcase additional information about you and your book.

Get a feel for author pages by browsing the following Amplify author pages:

George Kroustalis
P.V. Kannan
Howard M. Shore
Jason Khalipa

What can Amazon Author Central do for you?

Creating this page can…

  • Increase your Amazon and Google search rankings
  • Track your sales performance by country
  • Increase traffic to all your book listings, including your websites and social media channels
  • Allow readers a more personal glimpse at who you are
  • Make it easy to manage and respond to book reviews and consumer discussions on Amazon customer forums
  • Build your credibility by providing readers with more information

What are the elements of the profile and how should I use them?

There are six elements of the profile that you’ll want to get started on:


Any biographical information should be clean and concise. With that in mind, your biography should include your biggest achievements, whether that’s being a bestseller, being featured in a noteworthy publication, winning or being nominated for a prestigious award, or being a first or fifth-time author. You can also include a nod to your profession, experience, or interest that influenced and informed your writing. Tell your readers the common themes of your book and why you stand out from other authors. Providing information on how to connect with you or learn more is important, so be sure to list your website, social media handles, and contact information.

To insert your biography,

  1. Find Personal Biography in the profile tab
  2. Select Edit Biography
  3. Paste or write your biography (it must be at least 100 characters)
  4. Click Preview biography to review your work
  5. Click Save biography

Everyone wants to put a face to the name. Add a profile picture and other photos on your page that readers can connect with. On Author Central, you can upload up to eight photos. Think about your author message and try to encapsulate that in your photos. If you have any photos from author events, go for it! However, they don’t all have to be professional. You can post anything that relates back to your book’s themes or subject matter, but ultimately, you want to show readers who you are.

You can get even more creative with a video than a photo. Like photos, you can only have up to eight videos that can’t exceed ten minutes. Upload greeting videos, book trailers, public readings, promos for your next book, or footage introducing yourself.

If you want to add photos,

  1. Find Photos in the profile tab
  2. Select Add photo
  3. Click Browse and select your photo
  4. Confirm you have rights to the photo by checking the box
  5. Click on Upload photo

You can edit the order of photos by selecting Manage next to Add photo and dragging your photos into the order you would like.

For videos, follow the same instructions but under the Videos tab. Amazon will notify you when your video is done uploading, in which you will need to review your video and select Approve video to complete the process.

BLOG FEEDS (also known as RSS Feeds)

Through your author page, you can link your blog (if you have one) and display previews of your recent posts. Sharing blogs on the writing process and inspiration is a great way to provide additional, behind-the-scenes background to the reading experience. Once that is completed, any new posts will upload to your Amazon author page but any old posts published prior will have to be reposted.

To upload your blog,

  1. Find Blogs on the profile tab
  2. Click on Add Blog
  3. Enter the RSS address for your blog (not the URL). You must go to your blog, right-click and select “View page source,” command+F and search for RSS.
  4. Select Add

If you have book signings, readings, or other events, you can let your readers know by posting the information of the times and places. Events aren’t happening too much right now, but this is an option to keep in mind for the future.

To post events,

  1. Find the Profile tab
  2. Select Speaking or other events
  3. Click the Add or Edit link next to the section

And of course, you’ll want to have your books listed on your site so your readers can see all that you’ve written. Make sure you update your book descriptions as you publish additional books. Usually, Amazon will automatically list your books when they’ve verified your account, but sometimes you will have to request to link them.

To add books,

  1. Find the Books in the profile tab
  2. Click on Add More Books
  3. Search for your book by title, ISBN, or author
  4. Select This is my book

To complete your author page, customize your URL. Author Central allows you to enter your own URL and will tell you if that handle is available. It’ll look better (and feel better) to have all the scrambled numbers and letters deleted.

To do this,

  1. Find Author Page URL in the profile tab
  2. Select Add link
  3. Enter your own URL (there will be an auto-generated one but you can change it). The guidelines are: at least 1 character (no more than 30 characters), no spaces, no special characters other than dashes, periods, and underscores, and no profanity.
  4. Amazon will tell you if that URL is available
  5. Click Save

Feeling confident about building your page? Go get started here. Let us know if you have questions by contacting us on:


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When It’s Smart Not to Sell Your Book on Amazon

Customers love Amazon. The company started as an online marketplace for books, but it soon expanded into just about every product category, from A to Z, offering low prices and an incredibly efficient shopping and home delivery experience.

At Amplify, we love the access to potential readers Amazon offers our authors. However, that access comes at a steep cost. Amazon buys books from publishers at a whopping 55% off cover price. Amazon also requires that suppliers like Mascot pay freight to get inventory to Amazon distribution centers. Books are heavy, and therefore, costly to move around.

So why is everyone obsessed with selling on Amazon? Because that’s where the customers are.

We know that for every book sold direct-to-consumer, we have to sell three on Amazon to achieve the same level of profit. Let that sink in.

But every once in a while, we’ll work on a project that doesn’t need Amazon. It’s rare, but when it happens, it’s a beautiful thing.

We recently published Uncommon Grit: A Photographic Journey Through the Eyes of a Navy SEAL, an amazing coffee table-style book by 24-year Navy veteran, retired SEAL, and professional photographer Darren “McB” McBurnett. The book is a beautifully raw collection of photos taken during Naval Special Warfare Basic Underwater Demolition SEAL Training (BUD/S), which is widely considered to be the hardest nine months of all military training.

We priced the coffee table book at $49.95 and a limited edition collector’s version at $124.95. We launched it on the most patriotic day of the year — July 4th — on Fox & Friends in front of a national television audience.

The only purchasing option we gave viewers was the author’s website, which was linked to the Mascot shopping cart. The response was incredible, and as a result, we’ve now sold out of the initial print run. A resounding success all the way around.

If Uncommon Grit has you rethinking your desire to sell your book via Amazon, you should know this approach isn’t right for all projects. It worked in this case because the book’s content is incredible, the subject matter struck a chord with the intended target market, and the national television exposure gave the project an unparalleled platform. It was a perfect storm.

Although McB only gave his website during the interview (and it appeared on the crawl at the bottom of the screen), we suspect most buyers first took a detour to Amazon to see if they could find the book there at a discount and with free shipping. Actually, we know this happened. If you go to Amazon and start typing “Uncommon Grit book” the title autofills (meaning it has been searched for numerous times). But once you get to the product page, it’s not there.

Of course, no need to feel bad for Jeff Bezos here. He’ll be fine. Instead, we should take notice that, in some cases, it’s a good idea to bypass Amazon entirely.

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Amplify Publishing Group|
620 Herndon Parkway, Suite 220|
Herndon, Virginia 20170
Phone: 703-437-3584|
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