Why Your Amazon Book Page Isn’t Converting — and How to Fix It

By Penny Sansevieri

Part of the Indie Author Series

JH: If you’ve been running ads, posting on social media, and doing all the “right” things but sales are still stuck in slow gear, the problem might not be your book—it might be your book page. The amazing Penny Sansevieri is here today, sharing exactly how to identify what’s holding your page back and how to fix it. 

Take it away, Penny…

You’ve written a great book. Maybe you’ve even run some Amazon ads, tried social media, or landed a few book reviews. But your sales? They’re trickling in—or worse, stalled completely.

Sound familiar?

If so, you’re not alone. One of the most common challenges authors face isn’t visibility. It’s conversion. In other words, people are finding your book—but they’re not buying it.

That’s where your Amazon retail page becomes mission-critical.

The Hard Truth: Your Book Page is Your Sales Page

Amazon is the world’s biggest bookstore, but it’s also one giant sales funnel. Every ad, social post, interview, or email campaign points readers back to the same place: your book page.

If that page doesn’t do its job—grabbing attention, sparking interest, and answering “Why this book?”—then all your marketing efforts fall flat.

So how do you fix it?

Let’s break down the three core elements of your retail page that impact conversions the most—and how to strengthen each one using the strategies from The Amazon Author Formula Workbook.

1. Nail Your Keywords (Yes, Even for Conversion)

You might think keywords are just about visibility. And yes—they do help you show up in Amazon search results. But here’s the nuance most authors miss:

Your keywords also influence who lands on your book page.

If your keywords are misaligned with your genre, theme, or reader expectations, you’ll attract the wrong audience — and they won’t convert.

Fix It:

• Use the Keyword Planner Worksheet to generate long-tail keyword strings based on actual Amazon search behavior.
• Test your keyword phrases directly in Amazon’s search bar — see what books pop up. Are they a match for yours?
• Weed out terms that lead to books unlike yours in tone, content, or genre. These bring the wrong traffic — and kill your conversion rate.

Pro Tip: Great keywords act like a filter. They attract exactly the right reader — someone who’s more likely to click “Buy Now.”

(Here's more with Indie Publishing Paths: What’s Your Master Plan? Part One)

 2. Rework Your Book Description

This is the #1 most common retail page issue I see — and one of the most fixable. It’s also the reason that so many Amazon ad campaigns fail.

Most author book descriptions are either too vague, too flat, or written like a synopsis. What they should be is a mini sales pitch.

Your book description needs to:

• Hook the reader immediately
• Introduce the stakes or problem
• Build emotional connection or curiosity
• End with a compelling reason to buy

It’s not about summarizing the plot. It’s about selling the experience of the book.

Fix It:

• Use the Book Description Rebuilder to restructure your blurb.
• Start strong: the first 3 lines show above the fold — make them count.
• Use short paragraphs, bold headers (via HTML), and emotional language.

Here’s a quick before-and-after style tip from the workbook:

Before:
Jane never expected to inherit a failing vineyard from her uncle.

After:
A struggling vineyard. A buried family secret. A second chance at everything she thought she lost.

Which version pulls you in?

(Here's more with Creating Promotional Copy That Works: Book Descriptions)

3. Get Real About Pricing

Your pricing tells the reader something important — not just what the book costs, but how you value it. If your price is out of alignment with your genre, audience, or publishing goals, it can hurt conversions in subtle ways.

Ask yourself:

• Are similar books in my category priced lower?
• Is my price appropriate for eBook vs. print?
• Am I using price as a strategic tool — or just guessing?

So often authors price their book too high or too low – often too high so they can earn back their investment – and I get it, but that strategy never works.

Fix It:

• Use the Pricing Comparison Sheet to audit the top books in your genre.
• Map out short-term vs. long-term pricing strategies using the Promotional Pricing Planner.
• Decide whether you want to optimize for volume (lower price) or margin (higher price) — and how that fits into your bigger goals.

Bonus Fix: Make Sure Your Categories Are Working For You

Categories aren’t just organizational tools — they impact your book’s chances of becoming a bestseller, getting recommended by Amazon, and being seen by readers who are browsing rather than searching.

Wrong categories = lower traffic AND fewer conversions.

Fix It:

• Use the Category Tracker to audit where your book is listed.
• Research live categories on Amazon (not just the KDP dashboard).
• Find smart, sub-niche categories where your book can thrive.

(Here's more with Indie Publishing Paths: What’s Your Pricing Plan? Part One) 

Conversion Checklist

Here’s a quick reference pulled from the workbook:

✅ Are your keywords pulling in the right readers?
✅ Does your description sell the experience, not just the story?
✅ Is your pricing competitive and strategic?
✅ Are your categories aligned with your genre and goals?
✅ Is your “Look Inside” polished and inviting?
✅ Do your first few reviews reflect what new readers care about?

Small Tweaks, Big Results

Here’s the good news: You don’t need to rewrite your book, overhaul your brand, or spend thousands on ads to increase conversions. Often, the fixes are right in front of you — on your Amazon retail page.

Some key things that are important to pay attention to would be:

• Identify what’s working and what’s not
• Implement small changes that make a big impact
• Track your progress and keep optimizing over time

Remember, Amazon is a machine. Once your page is tuned correctly, it starts working for you — 24/7, whether you’re promoting or not.

So before you invest more time and money trying to drive traffic, make sure the page you’re sending people to is ready to convert.

The Amazon Author Formula Workbook is a hands-on, no-fluff guide that helps authors stop spinning their wheels and start selling books. Packed with checklists, planners, and expert strategies, it walks writers step by step through everything from keywords and ads to pricing and launch timelines—turning Amazon confusion into real, repeatable results.

Grab your copy of The Amazon Author Formula Workbook and finally give your book the retail presence it deserves.

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. Her creative brain is always on fire, her proposals are razor-focused, and her love for indie bookstores, strategic bundling, and author branding shines through every project. If it involves books, marketing, or turning authors into thought leaders, Penny’s already ten steps ahead.

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