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Do you want to benefit Amazon or reach readers as widely as possible?
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I am in an unpopular genre, and rarely get paid downloads anyway. When I first started out, I agonized over all of the pros and cons for several years, but finally decided to stick with Amazon for as long as possible. I have written seven books, but don't expect to be writing any more.
Depending on how things develop, I might expand to the other side of the market as well. Things chop and change in the writing industry all the time, and there are easy to miss details when you do business with a company. For example, some companies and even countries can instantly pay dividends for a book immediately into your account. The problem is that living in Australia means every time I received such a payment, the bank fees would cost far more than the price of the book.
Spreading myself wider would also be spreading myself thinner since Amazon still controls the majority of the market.
In my particular situation, I believe it would be promotional suicide for me to try to spread out at this time. I have done enough promotions to know that spreading myself wider would ultimately do my work no good at all. I might get a few extra downloads at first, but then my books would be dead in the water. At least with Amazon, I can continue taking the long view, since I am not in any hurry.
I understand how those people with many books in a popular genre can take the short view and get really big fast, but that won't work for everyone. Good luck to them I say, but a lot of authors have been going out of business as well.
In the end, every author is faced with the same difficulties, but under different circumstances.
Succeed or fail, it is for each of us to decide for ourselves which way we will go.