Kindle Unlimited is up and running at Amazon. For about ten bucks a month, readers can read a lot and authors will get paid if 10% of the book is read. Across the writerverse, we are speculating. Is it good news or bad news?
I suspect it’s good news. Here’s why I’m not worried:
1. There are other subscription services and there wasn’t really much outrage about them. Questions, certainly. Usually the question was, “Is this new thing I’ve never heard of legit?” Since it’s Amazon, the question is often, “Why are they out to destroy the world?”
The answer is, they want to own it, just like every other company. Competition and all that. That’s all of us. We’re all selling something, so let’s keep calm and bang a gong.
2. Those other subscription services have failed to usher in The End Times. This is one marketing idea among many. Some of the loudest concerns seem to be raised from a section of the marketplace that generates no new ideas. I’m suspicious they are decrying Amazon’s potential for success because they’ve failed to remain agile and open to new ideas. New ideas are always scary, but being scared and playing a defensive game is no way to score.
3. Amazon often knows what it’s doing. They test and survey ideas and probably didn’t come up with this just last week. They want reader and author participation so they want to make the new service profitable for Amazon and for us. If it doesn’t feel good, too many authors will drop out. A lot of authors left KDP Select’s Clause of Exclusiveness. This will probably bring a bunch back, to test the waters if nothing else.
4. You can limit your participation. It’s just for those titles enrolled in KDP Select so, just like always, any 90-day commitment you may choose today is only 89 days long if you change your mind tomorrow.
5. Anyone who subscribes to this service is a hardcore, enthusiastic reader. Different rules apply to power users.
The parallel to piracy is obvious. Some authors worry about pirates, but there is evidence that pirates are power users. They take a lot, but they also tend to be power buyers. Ultimately, I most want to connect with readers who want to read the next Robert Chazz Chute book. Power readers are more oriented to author brand and less so to particular genres.
To build 10,000 true fans, I need to find those people who say, “I liked the autistic boy versus the apocalypse. But I wonder how that voice shows up in Murders Among Dead Trees or his crime novels?”
6. Subscribers who will go for this deal are a subset of the reading public. It’s not for everybody. Many will stay away because they’re already paying for a gym membership they don’t use. They’ll prefer to buy books one-by-one because they’re already stressed out and guilty about they’re TBR pile.
7. If you’re making money from other platforms, stay diversified. If you’re unknown, this is another avenue to consider to become better known.
If you’ve already got it made, there is an argument that you might make more money if you lived in a plane of existence that doesn’t include Kindle Unlimited. If that’s you, you may need to work your massive email list harder, diversify further, sell direct or use a few dozen other strategies to stay relevant.
However, we have no data on that group yet. The good news is, they’re in a good position to finance adaptation.
8. When Amazon innovates, it makes me more hopeful because it’s more pressure on other platforms to up their game. The market is changing, but once again, it’s Amazon that’s innovating and trying new things to reach readers, not trad publishing or the other sales platforms.
If I were CEO of another sales platform, I wouldn’t be sleeping well. I’d be offering bonuses to my creative teams to be creative. Come up with new tools and plans to boost market share. KU is pressure that may squeeze a diamond out of their competition’s butt.
9. However, I’m not “all in” for Amazon. Some people think that. They don’t know I’m moving more of my books across many platforms and I don’t have anything in KDP Select at the moment.
I am in favor of experimentation.
I’ll have another couple of books ready soon. When they are ready, just as before, they’ll go into KDP Select and therefore into Kindle Unlimited automatically, too. I’ll see how they do and make more decisions from there.
We need more data, but cautious optimism seems reasonable at this point. Let’s try it out, maybe find more readers. Let’s write more, read more and worry less. In the end, it’s all about you, you, you and the readers you have not yet met.
~ Robert Chazz Chute is a suspense novelist who does not tend to be Zen about anything so, in light of today’s post, maybe there really is nothing to worry about in this one, tiny regard. Otherwise, we can be sure the universe is indeed out to get us. And it will.