Is Your Amazon Book Page Doing Its Job?

Penny Sansevieri shares amazing tips and tricks for your Amazon book page to reach more readers.

You’ve published your book. Maybe even run a few Amazon ads, shared on social media, or gotten some solid reviews. But sales? They’re sluggish. You’re getting some traffic to your Amazon page—but not enough buyers.

Sadly this is pretty common and yes, there are a lot of reasons why this could happen. One thing that I find pretty consistently is that it comes down to your Amazon retail page: it isn’t converting shoppers into buyers.

The good news? Most of the time, this is a fixable issue. With a few strategic adjustments, your page can start turning visitors into buyers far more effectively.

Let’s explore the four key areas that influence how well your Amazon book page converts — and how you can improve each one.

A Book Description That Sells (Not Just Summarizes)

Your book description is prime real estate. It’s the pitch that turns curiosity into a purchase.

Too often, authors treat this section like a back-cover synopsis. But what it really needs to be is a mini sales letter.

That doesn’t mean gimmicky or over-the-top. It means structured, emotional, and clear. It also means knowing what matters to your reader.

Here are some tips for your book description:

• Lead with a standout editorial or reader review. Leading with either is a great way to draw new readers in because people like what other people like. Even if the buyer doesn’t know the reviewer personally, reviews still have great appeal – especially when you lead off with one.
• Use white space and keep paragraphs short. For nonfiction, use bullet points and bold headers where appropriate.
• Your first 2-3 sentences (what comes after your standout review) make up your hook or elevator pitch. Here’s an example:

Instead of:
“Jane inherits her uncle’s vineyard and faces unexpected challenges.”

Try framing the story or content around a problem or promise:
A broken vineyard. A buried family secret. A second chance at everything she thought she lost.

Your book description should end with a compelling reason to buy.

Keywords That Bring the Right Readers

Keywords are often viewed as a visibility tool — and yes, they’re essential for getting found in Amazon’s search engine. But they also influence conversion.

Why? Because not all traffic is created equal. The goal isn’t just more eyes — it’s the right eyes.

If your keywords are too broad, irrelevant to your actual content, or targeting readers outside your ideal audience, your page will attract visitors who click… then bounce.

A lot of times when I teach classes on keywords and the Amazon algorithm, authors are surprised to find out that they should use keywords on their retail page as well as the back end of Amazon. Why? Because Amazon “spiders” or “crawls” your retail page for ranking.

The right keywords also speak to your reader. Smart keywords act like a filter: they invite the exact readers who are most likely to hit “Buy Now.”

Pricing That Matches Expectations

Your pricing says a lot — not just about cost, but value. Readers are savvy. They know what books in your category typically cost, and they make quick mental calculations about whether your price feels “right.”

Things to consider:

• Compare pricing with similar books in your genre — both ebooks and print.
• If you’re launching a new book, consider using temporary price promotions to build momentum.
• Don’t underprice to the point that it devalues your work — but don’t price so high that it pushes away readers who don’t know you yet.
• The .99 or freebie books have become much less appealing. There’s nothing wrong with a bargain, but bargain-hunting shoppers don’t always turn into fans. More often they just want a deal!

Make sure your ebook and paperback are proportionally aligned. A $4.99 ebook paired with a $19.99 paperback may work. A $9.99 ebook with the same print price? Not so much.

Amazon’s A+ Content

If you’ve ever seen a retail page with imagery that expand on the book’s topic, that’s Amazon’s A+ Content, and it’s free to anyone who has an Amazon retail page.

I love this content not just for its visual nature, but it helps keep readers on your retail page longer. It helps expand a nonfiction book’s topic, and fiction authors often use it to introduce characters, using images of what the characters look like.

Here are some ways you can use Amazon’s A+ Content

• Reviews: you can include editorial reviews and awards but be prepared to show proof. This means that Amazon will email you, wanting to see award certificates or a link to the actual review.
• Ideas from the book: expanding on the benefits of your book, what it teaches the reader, etc.
• Character images for fiction books: some authors even use character quotes from the book.
• Series: use this space to showcase the entire series so new readers know there’s more to buy!

If you have published direct to Amazon using their KDP portal, there’s a place under the “marketing” tab where you can get started with this. If you have a publisher, ask them to do it for you. You’ll be glad you did!

Final Thoughts

Your Amazon page is the final step in the reader’s decision-making journey. It’s where interest turns into action. And, if you don’t sell direct or send readers to other platforms, it’s the only place your marketing efforts will lead to. That’s why it’s worth investing time in optimizing it. Not with guesswork or gimmicks — but with clear, strategic improvements that help readers understand what your book offers and why it’s worth their time and money.

If you’re not sure where to start, there are tools and workbooks out there (yes, including mine!) that walk you through this process step by step. But even without one, a focused review of your keywords, description, price, and A+ Content can dramatically improve your page performance.

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Penny Sansevieri is a book marketing powerhouse, a strategy-savvy copy queen, and the behind-the-scenes engine driving indie author success. With 23+ books under her belt and 24 years in the publishing game, she blends deep industry wisdom with a no-fluff, all-results approach. She’s the CEO of a dynamic all-women team, the host of a sharp and insightful book marketing podcast, and a relentless advocate for authors who want their books seen and sold.

From Amazon algorithm mastery to crafting binge-worthy pitches, Penny doesn’t just follow trends—she sets them. Learn more about Penny and her book marketing services here. Penny’s latest book: The Amazon Author Formula Workbook is a companion book to The Amazon Author Formula. 

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