Linking to your book solely on amazon.com may frustrate some potential readers. Why? Amazon shoppers worldwide use sites like Amazon.ca, Amazon.co.uk, or others, and some don’t shop at Amazon at all. If your book’s only link points to Amazon.com, you’re missing out on sales and potential affiliate revenue.
But there is a solution that also generates income! It’s called a universal book link. Jesse Lakes is the co-founder of Geniuslink, a tool that solves this problem and offers additional benefits to authors.
What is a universal book link?
Jesse: It’s a link for your book that works worldwide. It functions worldwide across Amazon’s various domains and even other retailers if your book is available wide. “Universal” means it adapts to the reader’s location or preferences, “book” refers to recommending a specific book or your author page, and “link” is a URL you can share. Essentially, it’s the glue holding the internet together for book sales.
Thomas: Universal book links empower readers by giving them choices about where to buy.
For example, if you’re an indie author exclusive to Amazon for your ebook, your paperback is still wide because paper books are always available wide. Readers might prefer IndieBound or their local bookstore, which can order the book even if it’s on Amazon. But they’re less likely to bother if they must jump through hoops.
Many tools, like those from StoryOrigin or others, including Amazon’s limited version, display a screen with buying options.
How does your tool handle buying options?
Jesse: Different tools work differently. Our tool, Booklinker, is designed specifically for authors and publishers to create universal book links. If the book is exclusive to Amazon, like through Kindle Unlimited, we send the reader directly to their local Amazon store to streamline the purchase. If the book is available on other platforms, like Apple Books or Kobo, we display a landing page with options for where to buy.
Thomas: If I choose Kobo, will Geniuslink remember that preference for future clicks, or do I select Kobo each time?
Jesse: We believe readers’ preferences can vary at different times. For instance, Kobo might have a sale today, but tomorrow you might prefer Amazon because of a nearby locker. So, we ask you to choose each time. Some tools save preferences, but we’ve found that adding a bit of friction can lead to higher conversion rates.
Thomas: I’m like that, and I know many Canadians are shifting to Kobo to support local businesses over global corporations like Amazon. Although Amazon is as global as it comes,
Jesse: Amazon Canada, especially in Quebec, has faced issues. Plus, with talk of tariffs and other factors, the retail climate is dynamic. Reader preferences shift.
Thomas: For more on that dynamic climate, check out my other podcast, Author Update, where we dive deeper into industry news.
Why do universal book links matter?
Jesse: Before we dive into monetization, let’s cover why universal book links matter.
- They support international readers. Universal book links help readers across the globe access the correct store based on their location.
- They accommodate wide distribution. Authors publishing on multiple platforms benefit from a single link that works for all retailers.
- They create clean marketing copy. Instead of cluttering posts with multiple links—one for Kobo, one for Amazon—authors can funnel readers through a single, clear path and avoid cognitive dissonance.
- They provide insights. Unlike raw Amazon links, universal links track clicks, showing whether your newsletter, social media, or website converts best.
- They offer trusted, readable URLs. These look better and are more user-friendly than Amazon’s long, messy links.
- They future-proof your links. If you switch from wide distribution to Amazon-exclusive, you can update the link without breaking it.
These reasons make universal book links a powerful tool for authors and solve a lot of problems.
Thomas: The tracking data is critical. Many authors discover their social media promotions drive fewer clicks than expected. You might have thousands of followers but see only ten clicks from a post. Or you might find one platform outperforms others, which helps you focus on what works. For example, podcast interviews or a blog tour might surprisingly drive more traffic. General advice is useful, but data from tools like Geniuslink or Booklinker reveals what’s specific to your book and audience.
Jesse: Many authors love writing but dread marketing. Data simplifies that process. By seeing what works, authors can eliminate time-wasters, focus on effective strategies, and get back to writing.
Thomas: Another advantage is keeping retailers like Barnes & Noble happy. They used to refuse to stock books if an author’s website lacked a link to their store. I’ve heard of buyers checking author websites during meetings to ensure Barnes & Noble links were present. While I’m not sure if they still enforce this, a universal book link insulates you from such policies by automatically including all relevant retailers.
How do universal book links help you generate revenue?
Thomas: A universal book link, but it can also open up a new revenue stream. Most authors are familiar with royalties as their primary income source, or perhaps speaking engagements, selling ancillary products, or running a Kickstarter. However, there’s another way to earn money from your book through affiliate links. These links provide a commission for directing readers to specific retailers. Many authors know about Amazon’s affiliate program, but other bookstores like Barnes & Noble, Apple’s iBooks, and Kobo also offer affiliate programs.
Some may not be worth joining, though. For example, Amazon.ca has a separate affiliate program from Amazon.com, and it pays in Canadian dollars instead of U.S. dollars. If you’re not enrolled in Amazon.co.uk, you’re missing out on commissions in pounds sterling, which remains a strong currency as of this recording.
Jesse: Let me clarify one point. You earn a commission not just for sending readers to a store but when they make a purchase. This is a key difference from cost-per-click or pay-per-click campaigns. Getting them to the store is crucial, but the purchase is what triggers the commission.
Thomas: Sometimes, you earn a commission on the entire cart. This was a bigger deal before free shipping when people ordered multiple items at once, but it’s still significant for buyers who fill their carts. You don’t just get a commission for the one product they clicked on—you get a cut of everything they buy. It’s pay-per-transaction, not pay-per-click or pay-per-impression.
Jesse: It’s called CPA, or cost-per-action. It could also apply to actions like signing up for something. Amazon’s affiliate program, in particular, can be lucrative. Even if you’re promoting a free ebook, where four and a half percent of zero is still zero, if the reader buys groceries or a new TV, you earn a commission on those purchases. We call these halo commissions, and they can add up.
Thomas: Plus, you get detailed data. The reports show exactly what’s being purchased. There are other ways to gather this data, but since we’re transitioning topics,
Does Geniuslink support Amazon link tagging?
Jesse: Yes, Geniuslink is flexible. You can add attribution parameters like the “tag equals” for Amazon Associates. We won’t alter the link you provide, but we automate other aspects to make it easier.
Thomas: With Amazon link tagging, you can track non-affiliate links to see if they result in commissions. These are popular with Facebook ads, though I believe Amazon frowns on using affiliate links directly in those ads.
Jesse: It’s a murky area. Traditionally, affiliate links weren’t allowed in paid ads, but the landscape is evolving with new attribution tools. One workaround is using landing pages, which we call choice pages at Geniuslink. When you direct traffic from an ad to a landing page and then to Amazon, the intermediary step makes the affiliate link compliant.
Thomas: So, you provide a landing page with the book cover and buttons for different retailers?
Jesse: Exactly.
Thomas: You could create something similar on your own website using a plugin like My Book Table or by building a dedicated page for each book, which I recommend. Geniuslink offers an easier alternative. A single, user-friendly page with a large book cover, a bit of text, and buttons for retailers is a valuable asset for advertising, podcast mentions, and more.
Thomas: Let’s dive deeper into affiliate links. These are a separate revenue stream, essentially paid by the marketing departments of these companies. Amazon, for example, has its royalty system for authors, but its affiliate program is a different division focused on customer acquisition. They pay you to bring in customers. Many people have heard of affiliate links, and some even seek them out on sites like authormedia.com. I make my affiliate links obvious because I know listeners like to support the podcast this way.
Jesse: The FTC appreciates that transparency. It’s critical to stay compliant by clearly disclosing affiliate links.
Thomas: The FTC used to be okay with disclosures buried in terms of service, but not anymore.
Jesse: New FTC guidance requires disclosures above or at the link level. Amazon Associates allows disclosures on an About page, but both FTC and Amazon disclosures are important.
Thomas: The FTC also has different rules for social media versus websites and blogs. It can get complicated, but I find putting a disclosure in parentheses right next to the link works well.
Jesse: That’s the best approach.
Thomas: My hope is that you build a reciprocal relationship with your readers. Using affiliate links doesn’t cost them extra, and sometimes they even get a discount, depending on the provider. You can share affiliate links with your readers, earning both royalties and affiliate commissions. The first program to join is Amazon’s, which dominates 80% of the eBook market and 60% of the print book market. The catch is you need at least three sales every 180 days to stay active. Any tips for authors intimidated by getting started?
Any tips for authors intimidated by getting started with affiliate links?
Jesse: Many authors sign up for Amazon Associates before their book launches, which can be premature. Once your book is live and you’re promoting it regularly, use affiliate links as often as possible. If you’re pre-launch, focus on building an audience. Start a newsletter or share content about your book’s inspirations or characters. This builds community and grows your email list. You can also recommend other books to learn affiliate marketing. This keeps the feedback loop active, warming up your audience for when your book launches.
Thomas: So, if you’re writing military sci-fi, for example, and discover a great new author in that genre, you can recommend their book to your readers. If they buy it through your affiliate link, you earn a commission. If that author is traditionally published and hasn’t earned out their advance, you might earn more from the sale than they do.
Many authors think affiliate links are only for their own books, but on the internet, affiliate links are often used to recommend other products. Think of a TikTok creator showcasing makeup; she didn’t make the product, but she earned a commission by linking to it. The same applies to authors. Recommend books you genuinely enjoy in your genre. It adds value for your readers, gets them used to buying through your links, and keeps your Amazon affiliate account active.
As I like to say, “Link unto others as you would have them link unto you.”
Jesse: Exactly. You’re building trust and establishing yourself as an influencer, which makes it easier to sell your book.
Thomas: Another strategy is to collaborate with other authors. If you like their book and they like yours, you can cross-promote to each other’s lists. You both earn affiliate commissions while exposing your books to new audiences. Some genres do this exceptionally well, and others don’t. Be friendly with authors in your genre.
Jesse: You can take it further with affiliate program reporting. These reports detail what sold, which is valuable for cross-promotions. If you tell an author, “I sold 10 copies of your book,” that data strengthens your partnership. It doesn’t always have to be a quid pro quo, but a rising tide lifts all ships.
Thomas: One key to reciprocal relationships is not keeping score. You must give generously but also ask occasionally. Asking is easier when you’ve already provided value. This concept of reciprocal exchange is universal and found in every human culture throughout history.
Our marketing psychology episode on reciprocity explores the science behind this. It’s not a new idea.
By recommending other authors’ books, you earn affiliate commissions, build goodwill, and keep your account active, all while helping your genre thrive.
Which affiliate program should I sign up for first?
Thomas: You’re deeply familiar with affiliate programs. If I have limited time, what’s the hierarchy of which affiliate programs I should sign up for first?
Jesse: Amazon’s program, Amazon Associates, is the place to start. It’s one of the oldest, launched in 1996 or 1997, and it’s incredibly simple. Unlike many other programs that rely on third-party networks like Partnerize, Commission Junction, or Impact, Amazon Associates is self-contained.
You sign up, answer a few questions, and they give you a tag to add to your links. You can use Amazon’s tools or others to ensure the tag is applied correctly, and tracking begins. Other programs often require validation before you can proceed, but with Amazon Associates, you get access immediately, and they review your account only after you start making sales.
If your book is exclusive to Amazon, consider signing up for amazon.ca or amazon.co.uk Associates, as these are separate programs. If you’re distributing widely, prioritize the affiliate program of your second-largest retailer, like Apple Books, based on your sales distribution. But Amazon is the best starting point.
Thomas: So, you check your royalty statement, sort by which retailers pay you the most, and sign up for their affiliate programs in that order. If you’re getting one sale a quarter from Kobo, don’t prioritize their program.
Amazon’s commissions are around 4% or 4.5%, depending on the book and promotions. It’s not much per sale, but it adds up and is fairly passive once set up. Just remember to include affiliate links in emails and on your website, in YouTube descriptions, social media, or newsletters.
I like that Geniuslink shortens URLs, making them YouTube-friendly so they don’t clog up descriptions. You can do this in WordPress with redirects, but having a simple solution is helpful.
How can I boost my Amazon affiliate revenue?
Thomas: What advice do you have for someone who’s barely keeping their Amazon Associates account active with three sales every 180 days, earning maybe enough for a cup of coffee a year? How can they boost their affiliate revenue?
Jesse: First, consider your priorities. If you’re spending time on affiliate marketing instead of writing your book, skip the coffee and focus on writing. Your primary goal is selling your book; affiliate commissions are secondary or even tertiary.
Second, to increase affiliate revenue, market more. The more you provide value to readers, like recommending a book or product, the more opportunities you create for affiliate commissions. But if you’ve spent an hour on a newsletter instead of writing your book, finishing the book is likely the priority. Only you can decide. If you’re stuck with writer’s block, sending a newsletter might be a productive distraction.
Thomas: Switching between writing and marketing can be rejuvenating, and I’ve talked about how to do that in an episode I called The Crop Rotation Method for Restful, Rapid Writing.
Embrace Email
One great way to boost affiliate sales is by embracing email. For a long time, Amazon discouraged affiliate links in emails, unlike other programs that promoted it. Email is the most effective place for affiliate commissions. I don’t know why Amazon had that policy, but it’s gone now, especially if you use a tool like Geniuslink with an intermediary step.
Jesse: That policy changed around March last year when Amazon updated its operating agreement to allow email links. It’s a significant shift, just over a year old.
Thomas: It’s the first improvement to Amazon Associates in my 20 years as an affiliate. The program’s rules have generally tightened, with commissions shrinking, so this change was surprising and optimistic.
Include affiliate links in emails promoting your book and in onboarding sequences. For example, if you use Kit.co for a four- or five-email sequence introducing yourself and your book to new readers, ensure the book’s link is an affiliate link. Just swap the link for an affiliate link, and you’ll add revenue. Even if readers don’t buy your book but click the link and purchase something else, you still earn a commission.
Jesse: Amazon’s cookie lasts 24 hours. Apple Books is 72 hours, and Barnes & Noble is 14 days, though don’t quote me on those. Amazon gives the consumer 24 hours to add to the cart and still use the affiliate link. Then, items can stay in the cart for 89 days before the affiliate link expires. You don’t get paid until the product ships, so there’s a gap between adding to the cart and finalizing the sale, but it’s usually quick.
Email During Big Amazon Days
Thomas: Another tip for maximizing Amazon affiliate revenue is to send emails during Amazon’s site-wide sales, like Prime Days. People browse more and buy big-ticket items, like an Instant Pot, earning you commissions.
Use Affiliate Links on Your Website
Ensure your website uses affiliate links. In my annual Author Website Review episode, I found only one of the ten top authors in a genre used affiliate links. It’s free money. You’re already sending traffic to Amazon, and they’ll pay you for it. That 50 cents per book sale adds up, and authors need it more than Amazon does. Don’t overfocus on social media for affiliate links, although tools like Geniuslink will provide data to show what works for you. You’ll move from secondhand information to your own insights, like a bird leaving the nest for fresh bugs instead of regurgitated ones.
Tell us about Geniuslink and Booklinker.
Jesse: Booklinker is a simplified tool to create universal book links quickly.
On the other end is Geniuslink, a link management tool for creators and publishers, offering near-complete control of the link. By default, it ensures Amazon links work globally and identifies other retailers carrying your book. You can customize calls to action, tweak covers, add logos, and support affiliate programs for multiple retailers, including Amazon’s seller networks. It offers A/B testing, detailed reports, and more.
It’s for authors who are serious about marketing and love data and affiliate opportunities. Booklinker has 27,000 accounts, but Geniuslink attracts dedicated authors like Seth Godin.
Thomas: Booklinker is free, supported partly by your affiliate links, while Geniuslink starts at $6.00 per month, using your own affiliate links.
If you only care about making life easier for readers, Booklinker works without needing affiliate program maintenance. For affiliate marketing beyond Amazon, Geniuslink’s $6.00 may pay for itself, as affiliate revenue often exceeds that.
How hard is it to switch from Booklinker to Geniuslink?
Jesse: Upgrading from Booklinker to Geniuslink is easy. However, Geniuslink’s added nuances can’t be downgraded back to Booklinker. Make sure you’re ready to upgrade. Once you decide to upgrade to Geniuslink, we will make the upgrade seamless.
Do the links stop working if my account becomes inactive?
Thomas: If I use Geniuslink, launch a book, then stop writing and don’t want to pay for Geniuslink anymore, do the links stop working if my account becomes inactive?
Jesse: No, the links will always resolve. We may remove some advanced functionality, but they won’t 404 or break. We’d love to keep you as a paying client, but if your business changes, we won’t break your links.
Thomas: That’s great. I hate when QR code generators disappear, breaking links. In my QR code episode, I recommend setting up your own redirects or using reliable services like Geniuslink or Bitly, which are built for the long haul.
Jesse and I first connected ten years ago to add Geniuslink support to MyBookTable, a plugin we developed.
Jesse: It’s a tool I wish more authors used. Authors work hard to share their stories, and they deserve more than just royalties.
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