Becoming a Bestselling Author using Amazon Advertising

Guest blog post by SDWEG member Rick Lakin

As author-publishers, our biggest challenge is getting our product in front of people we do not have a connection with. Amazon Advertising is a simple and cost-effective solution to that problem.

I previously published this article for Amazon Marketing Service. AMS has become Amazon Advertising.

On April 10, I published my second novel, called Singularity, Book Two of StarCruiser Brilliant.

On February 13, I put the book on pre-sale and created a campaign on Amazon Advertising at You can reach the site with your KDP login or directly from your KDP control panel on each book. It resulted in 188 units sold before publication.

Go to the advertising website under your Amazon login for identification as well as billing. If you are signed out, you will find helpful information and videos.

After signing in, click on the Create Campaign button.

You then receive two options. Select Sponsored Products.

In the Settings window, name your campaign with your book title. Set your Daily Budget. I enter $5 per day. Set Manual Targeting.

Select the book that you would like to market.

Select Keyword Targeting.

Add appropriate Keywords. You are going to enter other keywords later.

I do not use Negative Keywords. I will leave that to you.

Create your ad here with the blurb that customers will see.

Finally, submit your campaign for review. That will take anywhere from 3 minutes to 6 days. Amazon is not consistent on this. But you aren’t done.

You need to add Keywords. Click Targeting to get to the screen below, then Add Keywords.

Enter Keywords. I hate to bury the lead, but this is the most important part. You may select up to 1,000 keywords. 400 is recommended. The most lucrative are title names, series names and author names from the most recent best sellers in your genre. Go to the best seller lists, new releases, and author lists to gather keywords. AMS doesn’t like certain characters, and it doesn’t like duplicates. I recommend that you bounce between a word document and the entry window to edit your list. I also use KDP Rocket to find keywords.

best!@# – your keyword contains some illegal characters, such as ()#@^!*

Here is my display for Singularity after several weeks. Spend is your billing for the current month. The Sales indicated does not reflect foreign sales or Kindle Unlimited Page Reads and it is not accurate. The Advertising Cost of Sales is the percentage return. Should be below 70%. An impression is when the ad appears on the point-of-sale for a book. You only pay for the actual Clicks. Your results may vary.

The result is that my book is a #1 New Release on Children’s Time Travel. Amazon calls it a Bestseller List, so who am I to argue?

Rick Lakin is the Best-Selling Children’s Science Fiction Author of Brilliant, and the publisher at, Bringing New Authors to a Digital World. iCrew has published 35 books by 11 authors. Rick has been an Optimist for almost two years and is the district webmaster at and was a Toastmaster.

He is the founder of iCrew Digital Productions, A Community of Young Media Professionals and a member of the 1000 Club of the National Association of Sports Public Address Announcers. Rick is an Advanced Communicator Silver in Toastmasters International and is a member of American Mensa. Rick works as a Sports Statistician for broadcast television and is a retired math teacher. He lives in Southern California, but his roots are in Columbus, Ohio, home of The Ohio State University Buckeyes.

Singularity, Book Two of StarCruiser Brilliant, is on sale at Amazon.

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