Amazon Author Page vs Your Own Website
Should you rely on Amazon Author Central or build your own book website? Discover the 6 critical differences that affect your book sales, reader relationships, and long-term author career.
Why This Comparison Matters for Your Author Career
Many authors assume their Amazon Author Central page is enough for their online presence. After all, most book sales happen on Amazon, so why not let Amazon handle everything? This thinking has a fundamental flaw: you are building your author career on someone else's platform.
Amazon Author Central is a free tool that lets you add a bio, photo, and blog feed to your Amazon presence. It connects your books under one author profile. This is useful and you should absolutely set it up. But it is not a replacement for your own website.
The critical difference is ownership. Amazon controls your Author Central page entirely. They decide what features exist, how your page looks, and whether it appears in search results. They can change policies or remove features at any time. Most importantly, Amazon keeps all customer data. You cannot contact readers who bought your book.
Smart authors use both: Amazon Author Central for Amazon shoppers and their own website as their central hub. Your website captures email addresses, ranks in Google searches, and gives you complete control over your brand and reader relationships.
4 Mistakes Authors Make With Amazon-Only Strategy
1. Treating Amazon as Your Only Online Presence
Readers who discover you through Google, social media, or word of mouth need somewhere to learn about your books. Sending them to Amazon means losing them to competitor recommendations and ads. Your own website keeps their attention focused on you and your books only.
2. Missing Out on Reader Email Addresses
Amazon never shares buyer email addresses with authors. Every sale is a one-time transaction unless readers find you elsewhere. An email list lets you announce new books directly to proven buyers. Authors with email lists consistently outsell those without them.
3. Ignoring Search Engine Traffic
Your Amazon Author page ranks poorly in Google compared to dedicated websites. When readers search for topics related to your book, they find other authors who have websites with relevant content. You are invisible to this entire discovery channel without your own site.
4. Having No Backup if Amazon Changes Policies
Amazon regularly changes algorithms, policies, and features. Authors who built their entire presence on Amazon have lost visibility overnight due to algorithm updates. Your own website provides stability that no third-party platform can match.
6 Critical Differences Between Amazon and Your Own Website
1. Ownership and Control
Your Amazon Author page exists at Amazon's discretion. They control the layout, features, and visibility. Policy changes can affect your page without notice. Your own website belongs to you completely. You decide what appears, how it looks, and it cannot be taken away by platform changes.
2. Email List Building
Amazon never shares customer email addresses with authors. You cannot contact readers who bought your book unless they find you independently. Your website captures email addresses from interested readers, building your most valuable marketing asset for future book launches.
3. Branding and Design
Your Amazon Author page uses Amazon's standard template with limited customization. Every author page looks essentially the same. Your own website reflects your unique author brand with custom colors, fonts, layouts, and imagery that match your books and genre.
4. Sales and Revenue Options
Amazon takes a significant cut of every sale and controls pricing. Your website can link to multiple retailers, sell direct for higher margins, offer bundles, or provide exclusive content. Direct sales through your site can mean keeping 90%+ of revenue instead of 30-70%.
5. Analytics and Reader Insights
Amazon provides limited data about who views your Author page. Your own website with analytics shows exactly where visitors come from, what pages they view, how long they stay, and what content resonates. This data helps you understand your readers and improve your marketing.
6. Content and SEO Opportunities
Amazon Author Central allows a bio and blog feed, but this content ranks poorly in search engines. Your website can include unlimited pages, blog posts, and resources that rank in Google. Each piece of content is another opportunity for readers to discover you through search.
How to Use Both Effectively
Set Up Your Amazon Author Central Profile
Claim your Amazon Author Central page if you have not already. Add a professional photo, compelling bio, and connect all your books. This is free and helps Amazon shoppers learn about you. Link to your website in your bio so interested readers can find your central hub.
Build Your Book Website as Your Central Hub
Create a professional book website that you own and control. Include everything Amazon cannot provide: email signup, custom branding, multiple buy links, sample chapters, and blog content. Make your website the destination you send readers to from all other platforms.
Drive Traffic From Amazon to Your Website
Include your website URL in your book's back matter, bio, and Author Central profile. Offer exclusive bonus content on your website that readers can access after purchase. This converts Amazon buyers into email subscribers who you can reach directly for future books.
Build Your Author Platform Beyond Amazon
Book Website Builder creates professional author websites that complement your Amazon presence. Own your platform, build your email list, and take control of your author career. Starting at €349.
What Amazon Cannot Give You:
- Email capture to build your subscriber list
- Custom branding that matches your book and genre
- Links to all retailers, not just Amazon
- SEO-optimized content that ranks in Google
- Full analytics on visitor behavior
- A platform you own that cannot be taken away
Frequently Asked Questions
Should I still use Amazon Author Central if I have my own website?
Yes, absolutely. Amazon Author Central is free and helps Amazon shoppers find all your books. Set it up and link to your website in your bio. The two platforms complement each other - Amazon for marketplace presence and your website for everything else.
Can Amazon shut down my Author Central page?
Amazon has full control over Author Central and can change features or policies at any time. While outright page removal is rare, reduced visibility and feature changes happen regularly. Your own website provides stability that is not dependent on any platform's decisions.
Is it worth having a website if most sales come from Amazon?
Yes, because your website serves different purposes than Amazon. It captures email addresses for direct marketing, ranks in Google to bring new readers, and lets you build relationships with readers outside of transactions. These benefits compound over your author career.
How do I get Amazon readers to visit my website?
Include your website URL in your book's back matter with a compelling reason to visit, like bonus content or a free related resource. Mention it in your Author Central bio. Readers who enjoyed your book will want more from you - give them somewhere to go.
What if I sell exclusively on Amazon through KDP Select?
Even Amazon-exclusive authors benefit from their own website. You can still capture emails, build your brand, share content, and connect with readers. Your website becomes even more important because it is your only owned platform. When your KDP Select period ends, you have options.
How much does a book website cost compared to Amazon Author Central?
Amazon Author Central is free but limited. A professional book website costs a few hundred dollars to set up and small monthly hosting fees. This investment pays for itself if it captures even a handful of email subscribers or direct sales per month. The long-term value far exceeds the cost.
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