Create an ENGAGE-ing Amazon Author Profile
Create an ENGAGE-ing Amazon Author Profile
This is a rough draft chapter from my upcoming book Dam the Amazon: How to Self-Publish Your Book and Generate Demand for Your Business Using the Largest Bookstore in the World which is available for pre-order
Your most valuable asset as an author is often your Amazon Author Profile.
Sure, your own website is important, but without readers finding you and trusting you, they’ll rarely visit your personal website. Amazon’s large customer base and high traffic give it a major advantage in search engine optimization. If you search an author’s name, you’ll often find their Amazon profile listed near the top of the results.
This is why you need to make sure your Amazon Author Profile is up to date and engaging.
Here’s how to create an Amazon Author Profile that actively engages your readers:
E - Entice Readers with a Compelling Bio
N - Nurture Trust with High-Quality Images
G - Guide Your Audience with Keywords
A - Actively Engage Readers
G - Grow Your Following with Calls to Action
E - Encourage Reviews and Interaction
To edit your profile head to
https://author.amazon.com/
E - Entice Readers with a Compelling Bio
Like any good copy, start with something interesting that can hook your reader.
Grab their attention with an opening line that speaks to their needs or piques their curiosity. My opening line mentions "mini books" because that's the hook I use to engage readers. I want them asking questions like "What is a mini book? Do I need a mini book?"
Include a strong benefit in your opening line so readers know what's in it for them if they buy and read your books.
Example: Most people know me for my work pioneering the use of mini books as a way to build authority, generate income, and create a lasting impact 4x faster than writing a legacy non-fiction book.
EXAMPLE HOOK: Mini books EXAMPLE BENEFIT: Build authority, generate income, create lasting impact
N - Nurture Trust with High-Quality Images
A photo on your profile helps you appear more human and approachable.
Use photos that align with the feeling you want readers to experience when they read your books. People build relationships with those they know, like, and trust. A friendly photo makes people like you, and a high-quality photo builds trust. You need both, even if they are different images.
Your author profile also showcases your book covers, which can build trust or reduce it, affecting your sales.
EXAMPLE: I use the same image as my social profiles. It’s a picture of me smiling, taken by my videographer on a film set, so it’s high quality. I have a pink background so it pops and connects to my brand, which uses the same color in a lot of my material.
G - Guide Your Audience with Keywords
Because your Amazon profile will have lots of SEO juices (search ranking) you should make sure you include phrases you want to be known for.
I want to be known for mini books, book publishing, book promotion, building authority, growing your business etc. Make sure you don't just write a profile, write something that will connect you in the readers and the search engines minds to the topics you want to be associated with. This will not only help you show up in more searches but strengthen the connection between you and the topics with the search engines.
Write out 10 or so keywords (think key phrases) you want to be known for and write sentences in your profile that use them.
When I was focused on driving people to my niche independent adjusting business I included keywords such as independent adjusting, auto damage appraising, etc. Include niche specific keywords if applicable. it'll be really easy to tank for those with Amazon's search juice behind you.
This is the power of Amazon, harness it.
EXAMPLES:
Most people know me for my work pioneering the use of mini books as a way to build authority, generate income, and create a lasting impact.
Early on, I used books—and later, mini books—to establish myself as the go-to authority in my business,
I’ve published 26 books, and 16 of them became #1 Amazon Best Sellers helping other entrepreneurs and experts turn their knowledge into mini books that build authority and make a difference
A - Actively Engage Readers
Ask the reader to "Follow" you on Amazon.
This is a great way to get them to be notified about upcoming releases. It allows them to connect with you through the Amazon platform. The "Follow" button is listed prominently underneath the author name and is the primary call to action on the Amazon Author Profile.
You want to build an ongoing relationship with your readers, not just a one-time transaction.
Instead of passively listing your social media, actively invite your audience to connect with you. For example, say something like, "I respond to every message on LinkedIn—let’s discuss your favorite part of the book," or "Follow me on Instagram for behind-the-scenes looks at my next project." By giving readers a reason to engage with you, you turn casual readers into invested fans.
The more you engage, the more meaningful connections you'll build.
EXAMPLE: To be notified when I publish more books on how to write mini books click the "Follow" button here on Amazon.
G - Grow Your Following with Calls to Action
If you don’t ask people to do something, they probably won’t.
Now, you can’t include direct links to your external pages, as Amazon doesn’t allow it. However, you can subtly include calls to action by mentioning you are "the host of XYZ podcast" or that you can be found on Facebook, X, or Substack. The easiest and most effective approach is to suggest your book as a solution to the specific problem your readers are facing.
Think through the types of calls to action to include, and finish your profile with those.
Examples: Donald Miller is the CEO of StoryBrand and Business Made Simple. He is the host of the Coach Builder YouTube channel.
If you’re looking to take an idea and turn it into a rough draft in just 7 days, my book Mini Book Straitjacket will show you how to make it happen. Author of the Mini Book Publishing newsletter on Substack.
E - Encourage Reviews
Asking for honest reviews, tastefully, can be a great way to get more feedback.
Reviews are one of the hardest things to get as an author. At the end of each book, Amazon will often show the Author Profile and "other books" they can purchase. Having a call to action to leave a review can remind readers that you value their input.
Your feedback helps other readers discover his books and support the Mini Book movement.
Example: If this book has made an impact on you, please leave a review. Reviews are the lifeblood of authors, and Chris encourages you to share your thoughts. Your feedback helps other readers discover his books and supports the Mini Book movement.
Put this all together and you'll have an Amazon Profile that engages your audience, brings in new readers, and brings in new reviews.