Understanding how to sell on Amazon takes more than uploading your book—it takes an intentional, tested strategy.
The Amazon Author Formula Workbook by Penny Sansevieri is a powerful tool designed for authors who want to take immediate, strategic action with their Amazon presence. This companion to her bestselling guidebook delivers in-depth, printable worksheets covering every stage of the Amazon marketing process—from keyword and category alignment to pricing strategy, launch planning, retail page optimization, and Amazon Ads execution. The workbook comes with a free access code so authors can download and print every worksheet. Whether you’re launching a debut novel or boosting a multi-book series, this is your tactical plan to improve visibility, relevance, and sales.
Penny Sansevieri is the CEO and founder of Author Marketing Experts, a boutique marketing firm that’s helped thousands of authors reach bestseller lists including the New York Times, USA Today, and the Wall Street Journal. With 24 books of her own and 20+ years in publishing, Penny blends deep industry insight with an execution-focused approach to author marketing. She teaches self-publishing at NYU, hosts the top-rated podcast Book Marketing Tips and Author Success, and leads a passionate, all-women team dedicated to author visibility and sales.
Workbook
Amazon: https://bit.ly/3IvRBmY
Goodreads: https://www.goodreads.com/book/show/236895802-the-amazon-author-formula-workbook
Book
Amazon: https://amzn.to/40YJfKN
Goodreads: https://www.goodreads.com/book/show/205853206-the-amazon-author-formula
Author Interview
What inspired you to create a workbook version of The Amazon Author Formula?
I’ve worked or consulted with thousands of authors over the years, and I know that learning is one thing — applying it is another. The workbook was born out of a desire to bridge that gap. It’s designed to guide authors through hands-on exercises — refining keywords, polishing descriptions, rethinking pricing — with space to brainstorm, track, and implement. Think of it as a strategic playbook that turns learning into lasting results. And it absolutely plays off of The Amazon Author Formula, so using the two side by side works extremely well.
What’s one of the biggest mistakes authors make on Amazon?
They ignore their retail page. Authors focus on ads or social media without realizing that every campaign leads back to that Amazon page. If it’s not converting — if your keywords are off, your description is vague, your book cover is lackluster, or your categories are wrong — no amount of traffic will help. That’s why so much of the workbook focuses on refining that page. Every tweak improves your relevancy and increases your chances of showing up in searches.
Can the workbook help if my book has already been published?
Absolutely. In fact, most of the authors using the workbook already have books out. The beauty of Amazon’s system is that it’s fluid — you can update keywords, adjust pricing, optimize your book description, and test new ads. The workbook helps you evaluate what’s working and make strategic changes that keep your book competitive.
How is this workbook different from just hiring someone to do it for you?
Hiring an expert can be helpful — and I work with plenty of authors one-on-one — but not everyone has the budget for that. The workbook gives you the framework we use with our clients, but puts the power back in your hands. It’s built for authors who want to learn the process and make smarter, more confident marketing decisions going forward. You don’t just get answers — you learn how to ask the right questions about your book’s positioning, pricing, keywords, and more.
What part of the workbook do most authors find the most surprising or eye-opening?
The keyword research section! A lot of authors think they know what readers are typing into Amazon — but when they go through the keyword planner in the workbook and start researching real shopper behavior, it’s a total mindset shift. Most authors realize they’ve been using keywords that are too vague, too competitive, or simply not aligned with how readers actually shop. That section alone has helped so many authors increase visibility almost overnight.
Can this workbook help new authors who haven’t launched yet?
Yes, and honestly — I wish every author had this workbook before they launched. There’s a whole section on planning a successful book launch, including how to build momentum with ARCs, how to set a smart (and competitive) price point, and what to have in place before you run Amazon ads. Whether you’re still writing or getting ready to publish, the workbook acts like a roadmap so you can avoid costly mistakes and start strong from day one.
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