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Amazon Kindle: an opportunity for self-publishers?

15 April 2008

I blogged about Amazon's Kindle, a new ebook reader, when it launched. But I didn't look at the opportunity for self-publishers then.

I've published a few ebooks in the past. My ebook 'Journalism Careers - Your questions answered' is sold as a PDF file designed for comfortable on-screen reading. I previously published a guide to putting sound in webpages and a Javascript tutorial through Fatbrain, which was an online ebook store. That folded years ago, and it looks like Barnes & Noble has bought the domain name.

So what's the opportunity at Kindle? Not much for me, it seems. You need to have a US postal address and US bank account details before they will let you publish any content. You can't even publish content for free and use Kindle as a promotional outlet (ebooks must be priced between $0.99 and $200, and you still need to be in the US). Given how slow Amazon's been in internationalising other features like Amazon Honor System, none of that is likely to change any time soon.

My friend John went through the motions of setting up a publication anyway, and has blogged about that experience.

There are a couple of terms that might worry some self-publishers. Firstly:
3. Digital Books; Marketing and Promotion. You agree that we may market and promote your Digital Books by making chapters or portions of your Titles available to prospective customers without charge, and permitting prospective customers to see excerpts of the Digital Book in response to search queries. Amazon will not owe you any fees for the marketing and promotional efforts described above. The Program may include features that allow users to print one or more pages of your Titles.
The short version of that is: Amazon can distribute content from the book and allow users to print it, without charging for it and without paying you for it.

The 'permission to print' seems to go beyond the deal Amazon's already struck for 'Search inside this book' for promoting printed books on its website. It's essential for authors to give away some preview content to demonstrate the value of their books. Indeed, similar terms are usually a part of a conventional publishing contract. But Amazon's a shop, not a publisher. Authors and publishers should decide what material is promotional, and what material is only available for sale. Amazon wants the right to give away whatever content it wants, albeit with the implied motive that it will try to pick content that will help the book sell.

For reference works, the value could be significantly eroded if Amazon allows excerpts to be printed without any payment. We can only hope that Amazon is working on a way of administering micropayments so that people can buy book excerpts and authors can be rewarded appropriately.

Also, Amazon will keep 65% of the retail price. By comparison, Lulu charges a fee of 25% of what you get (which is then added to the sale price, so it's actually less than 25% of the ebook price). If you're a self-publisher, 35% is probably not too bad a return given that there's no work to do with moving printed books and there's no cost to incur in creating them, but it's far from competitive. It also seems to overstate the costs incurred in operating the infrastructure and underestimate the costs involved in creating content.
10. Technology. You acknowledge that we will be entitled to utilize DRM technology in connection with the distribution of Digital Books but are not obligated to do so. Accordingly, there may be no technology or other limitation imposed by us on copying or transfer of any Digital Book we distribute.
Personally, I don't approve of digital rights management technology. But when publishers are selling ebooks, they'll want to know what rights they're licensing and what controls will be used to enforce them and this term seems somewhat vague. There 'might or might not be DRM' isn't really a good basis for making a decision about whether you want to sell through Amazon, particularly if piracy or consumer rights is something you feel strongly about.

The use of the words 'irrevocable licence' set off alarm bells, but it seems this is about protecting consumers and ensuring that they will be able to download content they've bought easily in future. The irrevocable licence does not extend to making the ebook available for sale (so you can withdraw it later).

If anyone's actually self-publishing through Amazon Kindle, I'd be interested in hearing about your results in the comments.

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I tried to upload my book using Kindle, until I got to the end and was told I needed a US postal address. They didn't make it clear to me before I started.

Now that Amazon plans to sever its fulfilment ties with on-demand printers in order to promote Kindle and its own print-on-demand service Booksurge, it'll be even harder to promote my book which is listed on Amazon, as it'll eventually only be available through third-party sellers.

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