Because your book is available for sale at Amazon.
Amazon does sell many other products, but most customers think of books when they think of Amazon.
Millions of customers will buy other books besides yours, but some will (hopefully) buy your book.
When those customers read your book, your book—for that period of time—represents Amazon.
If the customer enjoys the shopping and reading experience that your book provides, the customer doesn’t just think highly of your book and you, but Amazon, too.
A poor buying or reading experience produces the opposite effect.
Of course, you have your own reasons for wanting to create a positive reading experience: You want the customer to recommend your book to others and to look for more of your books.
You want other authors’ books to create positive reading experiences. The more customers who enjoy shopping for books at Amazon and reading those books, the more likely those customers are to buy more books from Amazon and recommend Amazon to their friends, which improves the sales potential of your own books.
So it’s in your interest to support your fellow authors when they need and ask for help. (Offering unsolicited advice isn’t always received well, though.)
It’s also in your own best interest to help brand a positive image for Amazon, Kindle, and CreateSpace. The more customers who shop on Amazon, the better for all authors.
It’s even in your best interest to have good things to say about books similar to yours because those books are likely to appear on your customers-also-bought lists, and even if they don’t, most customers buy multiple books that are similar, not just one of them. Similar books can thrive together (or they can sink together).
When you hear negative things about Amazon, Kindle, or CreateSpace, take a moment to calmly and concisely say something good—and then let it be. Don’t get into a confrontation. Brand a positive image for yourself, too.
If you ask a customer what Amazon is, he or she will probably mention that it’s a huge website with an enormous selection of well-priced books.
But that’s not how the customer feels about Amazon. How the customer feels depends on shopping experiences and reading experiences. Each sale of your book contributes to a customer’s perception of Amazon.
You are Amazon.
We are Amazon.
Even the customer is Amazon. Anyone who enjoys the great selection, convenience, and prices benefits from helping to brand a positive image for Amazon.
Of course, indie authors must be thankful for the opportunities that Amazon has created.
Indie authors account for a significant share of Amazon’s book sales.
Indies are Amazon, too.
And the best indie books have shown that they can create wonderful reading experiences.
You’re more than Amazon.
If you sell books on Nook, Kobo, Sony, Smashwords, etc., you’re all of these.
Wherever your book is sold, your book represents that retailer.
You want to brand a positive image for all of these outlets, and for whatever publishing service you use.
Chris McMullen, Author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers