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Amazon might have the book cover, but they DON'T generally show frontispiece artwork on their website. Or maps. Or title page illustrations. Or TOC illustrations. So, no, people won't necessarily have seen any front matter artwork on the web site.
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"Generally" doesn't hold true for me. If you look at my Guide on the Amazon store -- B00BK9TN4E -- you will see that it opens at the cover, followed by the title page, TOC, frontispiece, and page one / chapter one. That is true of 20 or 21 of my 26 books. I upload a Sigil-built epub with no SRL ("text") called for. It doesn't always work, but it does most of the time, for me.