This year, Amazon.com has added a new giveaway feature. Here, you can sponsor a giveaway of virtually any product sold on Amazon.
Having done a couple of Goodreads giveaways for A Housefly in Autumn, I was interested in how this new feature could help me promote the book. After doing a little research on Amazon’s official giveaway site, I’m still unsure how this feature would help.
Amazon.com and it’s international incarnations reach hundreds of millions of customers. This makes any tool Amazon unveils worthy of consideration. But after reading up on this new giveaway service, I think it may be more useful to larger vendors with a wider social reach than myself.
The main problem with Amazon giveaways, from the perspective of the small, independent publisher, is that there appears to be no readily accessible site within the entire realm of Amazon where customers can go to peruse the available giveaways. (As far as I can tell, there is only a Twitter hashtag: #AmazonGiveaway.) Instead, the sponsor of the giveaway is issued a unique link to disseminate to interested parties in order to bring them to the specific giveaway.
By contrast, the biggest advantage to a Goodreads giveaway is that readers can browse the entire catalog of available giveaways and thereby find new books that may interest them. The giveaway is a tool to reach potential customers with whom you might not otherwise make contact.
In the case of Amazon, you are left to promote your promotion, which seems like an extra, unnecessary step to promoting your product. Everyone in my network has already received promotional information about my books. I want tools that reach beyond my already-establish network.
In the description of this service, Amazon says, “Run promotional giveaways to create buzz, reward your audience, and grow your followers and customers.” I could much more easily grow my followers and customers if all Amazon customers were allowed to discover my books by browsing the list of available giveaways.
I can imagine that this service could be valuable to individuals and corporations with large social followings. But for the little guy, it’s hard to spot the advantage. If I want to give a book to friend, I can do that on my own.
Amazon has done a lot of good things for independent authors and publishers, and maybe this new feature was intended for somebody else. Also, the feature is relatively new and perhaps still evolving.
If Amazon opened up a catalog where its customers could browse and enter any of the various giveaways, I believe I would begin sponsoring giveaways for my books in a heartbeat. In the meantime, I think I’ll hold off until somebody can explain the advantages of the system as it now stands.
Would you consider doing Amazon giveaways? Have you done any? How did they go? Whether you’ve tried them or not, can you spot an advantage to the small seller that I’ve missed?