Amazon’s introduction of its substantial six-day book sale from May 15–20 has created a unique opportunity for authors to maximize their sales and visibility through Amazon Ads. With discounts going as deep as 80% off on Kindle books and including various forms of literature — from bestsellers and overstock books to BookTok favorites and celebrity memoirs — authors can utilize Amazon Ads to ensure their titles stand out among the thousands on sale. Here’s how:

1. Timing Your Amazon Ads:

Launching your Sponsored Product and Sponsored Brand campaigns a few days before the sale begins can create anticipation among potential readers. Consider directing your ad focus towards genres and titles similar to those heavily discounted in the sale, as shoppers looking for deals in these areas will be active and engaged.

2. Targeted Lock-screen Ads:

Lock-screen Ads can be particularly powerful for authors with eBooks participating in the sale. Targeting users of Kindle e-readers and Fire tablets with ads precisely timed to coincide with your discounts during the sale period will put your book front and center at a moment when readers are most likely to make a purchase.

3. Capitalize on Relevant Categories and Keywords:

Align your Sponsored Products ads with keywords and categories relevant to the highlighted sales categories. For instance, if your book falls into a genre like those recommended by Amazon Books Editors or akin to popular book club picks, increase your bids and focus on these keywords during the sale period.

4. Bundle Ads for Series or Collections:

If you have a series or a collection of books, use Sponsored Brands to advertise these as a bundle. This works especially well if any titles are part of the sale. Highlighting the deal your bundle offers compared to the sale prices of individual books can attract readers looking to invest in a new series.

5. Engage with Early Deals:

Amazon has hinted at early deals, such as three months of Kindle Unlimited for free and significant discounts on select Kindle editions. Align your advertising efforts to these early deals where applicable. If your books are part of Kindle Unlimited, this is the perfect time to promote your inclusion in the program.

6. Monitor and Adjust in Real-Time:

During the sale, monitor your ads’ performance closely. Be ready to adjust your bids, keywords, and budgets to react to what’s working and what isn’t. The dynamic nature of a sales event means consumer interest can shift quickly, and agility in your advertising strategy can make all the difference.

7. Post-Sale Follow-Up:

After the sale concludes, analyze the data from your campaigns. Identify which strategies yielded the best ROI, which books saw a notable uplift in sales, and how these insights can inform your Amazon Ads strategy beyond the sale.

By effectively utilizing Amazon Ads during this extensive book sale event, authors can boost their sales significantly. Authors will also enhance their visibility among Amazon’s vast customer base, laying a foundation for sustained success beyond the event.