I publish books through Amazon KDP. I also sell books on my own website through Humanity Books. Some people think you have to choose one or the other.
You do not. You use both. Strategically.
Why Amazon Matters
Let me be direct: Amazon is the largest bookstore in the world. If you want people to discover your books, Amazon is where they look.
The numbers are staggering. Millions of people search for books on Amazon every day. The recommendation algorithm surfaces new titles to readers who bought similar books. The review system builds social proof. The Kindle ecosystem makes digital reading frictionless.
For an independent author with zero marketing budget, Amazon is free discovery.
Here is what Amazon KDP offers:
- Global distribution — your book is available in every country Amazon operates
- Print-on-demand — no inventory, no upfront printing costs
- Kindle Direct — ebook publishing with instant delivery
- Paperback and hardcover — physical formats without a publisher
- The algorithm — Amazon actively recommends your books to potential readers
Amazon is not your bookstore. Amazon is your billboard.
Why Your Own Site Also Matters
If Amazon is the billboard, your website is the boutique. Here is the critical difference:
On Amazon, you keep 35-70% of the sale depending on the format and pricing. On your own website, you keep close to 100%.
The margin difference is enormous:
- Amazon ebook at $9.99: you keep roughly $7
- Your website ebook at $9.99: you keep roughly $9.50
- Amazon paperback at $15.99: you keep maybe $4-5 after printing costs
- Your website signed edition at $24.99: you keep $20+
But the margin is only half the story. When someone buys from your website, you also get their email address. On Amazon, the customer belongs to Amazon. On your site, the customer belongs to you.
The Dual-Channel Strategy
Here is how I run both channels in parallel:
Amazon: The Discovery Engine
- List every book on Amazon KDP in all available formats
- Optimize titles, descriptions, and categories for search
- Price competitively to encourage impulse purchases
- Use Amazon's algorithm to reach readers who have never heard of me
- Build reviews through genuine reader engagement
Humanity Books: The Premium Channel
- Offer exclusive editions not available on Amazon
- Bundle books with bonus content (playlists, behind-the-scenes notes)
- Capture email addresses for future marketing
- Higher margins on every sale
- Direct relationship with every reader
Amazon brings them in. My site keeps them close.
The Content Strategy for KDP
Not every book should be published the same way. Here is my framework:
Novels and Fiction
These go wide — Amazon, Apple Books, Kobo, everywhere. Fiction readers browse. They discover through recommendations and algorithms. Maximum distribution matters.
Non-Fiction and Guides
These are targeted. I use specific keywords and categories on Amazon to reach people searching for solutions. A vocal technique guide should rank for "singing technique book" and related terms.
Premium Editions
Signed copies, special covers, bundled extras — these are website exclusive. They create a reason for fans to buy directly from me instead of from Amazon.
Amazon SEO: The Basics
Amazon has its own search algorithm, and optimizing for it is crucial:
- Title: include primary keywords naturally
- Subtitle: expand on the title with additional searchable terms
- Description: write for the reader, but include relevant keywords
- Categories: choose the most specific categories possible — less competition
- Keywords: Amazon gives you seven keyword slots — use all of them
- Price: competitive pricing improves visibility in the early days
The goal is to appear in Amazon search results when someone types a query related to your book's topic. Once the algorithm picks up your book, organic discovery takes over.
The Review Strategy
Reviews are the currency of Amazon. A book with 50 reviews will outsell a book with 5 reviews, even if the content is identical.
My approach to reviews:
- Include a genuine request at the end of every book: "If this resonated with you, a review helps more than you know."
- Build an ARC (Advance Reader Copy) list — send early copies to readers who agree to leave honest reviews
- Never buy reviews. Amazon's detection is sophisticated, and the penalty is severe
- Focus on quality. Great books generate great reviews naturally
Building a Catalog
One book is a product. A catalog is an asset. Each book I publish makes every other book more discoverable:
- Amazon's "also bought" algorithm connects your titles
- Each book drives readers to your author page
- A catalog signals professionalism and commitment
- Series and sequels create automatic repeat buyers
I think of my publishing strategy as a library, not a launch. Each book is a brick. The library is the building.
The Economics of Self-Publishing
Here is a realistic breakdown for a self-published author:
- Writing: your time (the most valuable investment)
- Editing: $500-2,000 per book (invest here — never skip this)
- Cover design: $200-500 (the cover sells the book)
- Formatting: $50-200 (or learn to do it yourself)
- ISBN: free through KDP for Amazon, or purchased for your own imprint
- Marketing: $0 if you use the organic strategies I described
Total investment per book: roughly $750-2,700. With a well-executed launch, you can recoup this within the first few months. After that, every sale is profit.
The Long Tail of Publishing
Books do not expire. A novel published in 2026 can still sell in 2036. An instructional guide can generate passive income for decades.
This is the beauty of publishing as a business: the inventory never goes stale, and the shelf space is unlimited.
Every book I publish today is a revenue-generating asset that works forever. Just like content. Just like software. Just like music. It fits perfectly into the ecosystem.
My Publishing Roadmap
Here is what I am building with Humanity Books:
- A catalog of novels across multiple genres
- A flagship saga spanning seven volumes
- Non-fiction guides tied to my areas of expertise
- Cross-media connections — every book has a soundtrack, every album has a narrative
The publishing arm does not stand alone. It feeds the ecosystem and is fed by it. Readers become listeners. Listeners become students. Students become advocates.
Amazon opens the door. Your own brand invites them to stay. Use both, and the library grows itself.