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Originally Posted by HarryT
It is the publisher who sets it. Perhaps the article means that Amazon set a "default start reading" position if the book creator hasn't included one?
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At least for KDP titles, Amazon will randomly reset the SRL to whatever they think it should be.
Or so Hitch says, and she does this for a living. Apparently she has devoted a great deal of time to working out how to force the right location -- it's a trade secret.