In a behind the scenes look at promotions work, The Bookseller says:
Amazon.co.uk has asked publishers for discounts of 90% on titles in order to participate in an October Kindle promotion.
The campaign, due to run from 17th to 31st October inclusively, will also be featured on Amazon.de, the retailer’s German website. Amazon has told publishers this will be the “main focus for our merchandising efforts during this period”, and would be supported with emails, on Facebook, and via Twitter. It has asked for new frontlist as well as key backlist titles.
The 90% discount (off the ex VAT digital list price) has caused concern among some publishers, though it is understood the level is similar to its previous Kindle promotions, including the “Spring Spectacular” and “12 Days of Kindle”, which Amazon has told publishers led to an uplift in sales of some titles of more than 300%.
According to a Bloomsbury spokesperson, the company had seen “spectacular” success in using price for promotions in the US and it had resulted in genuine increases in revenue.
No product of any value anywhere should ever be discounted by ninety percent. Under any circumstances. Amazon has no respect for the value of intellectual property. If you don’t pay an artist for their art, the artist can’t continue to produce art.