Amazon allows self-publishing authors the same access to customers as the major publishing houses. Unlike bookstores who often shun self-published books, Amazon not only allows self-published books to be sold from its site, it allows self-published books to be sold on an equal footing as traditionally published books from established publishing houses.
Why should I target all of my sales at Amazon?
Self-publishing authors are treated as equals by Amazon; there is no discrimination or bias against self-published books. Access to Amazon customers is equal for every book listed. Another major reason for directing sales to Amazon is the more a book sells, the more Amazon will promote the book. The more Amazon promotes the book, the higher the book shows up in searches increasing the number of sales of the book. It is called a virtuous cycle, a sales multiplier. Combined with POD printing and distribution through either Lightning Source or Amazon’s own CreateSpace, self-publishing authors do not have to maintain inventory, handle order fulfillment or other tasks that can tie up capital, time and create overhead expenses.
This is just a very limited answer to this important question. To fully understand the answer to this question three books are suggested: Aiming at Amazon and POD for Profit by Aaron Shepard and Print-on-Demand Book Publishing by Morris Rosenthal.
What is Author Central?
It is the access point for authors to communicate with Amazon. It is the site where authors may make corrections to information concerning their books, list their books and set up their Author Page for interested readers to visit.
The above information was excerpted from 301 Frequently Asked Questions About Self-Publishing