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Thursday, May 27, 2010

An Open Letter To


I am a self-published author of several books for sale at During the publishing and early marketing of my books, it has become apparent to me that there is a major barrier between my writings and my audience.

Book buyers have no realistic way to rate the quality of the large volume of self- and indie-published books on your virtual shelves. This is a problem for me, and for Amazon, since few reader's will purchase self- or indie-published works with no reliable reviews or rankings to validate their quality.

I write this missive to suggest an easy, inexpensive and effective solution to this dilemma.


The advent of Publish on Demand printing has made authoring and printing one's own book a task that nearly anyone can achieve at an affordable price. This is a fantastic thing for society and culture in general. Interesting and evocative stories will be told; histories and memoirs will be written; opinions and arguments will be made widely available; all in greater depth and detail than was before possible for the average person.

So why is there a problem?

Many of the books that are self- or indie-published will not possess professional-quality appearance or content, or will address topics so individual (like family histories) or obscure (such as Oklahoma farming methods during the Dust Bowl years) as to be of little interest to the vast majority of book buyers.

The book publishing and distribution business is going through the same sort of growing pains that the internet has gone through (and to an extent, continues to experience) as it has expanded from the "information hiking path" to the "information super-highway." Much of the information available on the internet is tremendously useful and enlightening. A much greater proportion is of little value to most people. The sheer quantity of information available is simply too great for anyone to process without the help of an organized system.

In the case of the internet, for good or bad, search engines do the organizing for us. We can "Google," "Bing" or "Yahoo Search" any subject we wish, and the search engine will deliver to us at least some information related to our request. Search engine developers continue to refine and improve on search logic for the purpose of returning to the searcher more relevant and more refined search results. But at least the system is in place. For the most part, with a little creativity, we web-surfers can sift through the internet's vast mounds of information relatively quickly, easily and effectively, and find the answers we seek.


Unfortunately, at present, there is no analogous way for potential readers to sift through the huge mounds of newly printed self- and indie-published books. The reader (read as "potential book buyer") has only book covers, jacket blurbs, sample passages and reader reviews to aid her in distinguishing the published gems from the rubble. (Kirkus and The New York Times don't review self- or indie-publications.) Such tools might seem sufficient, until one considers that there are a million or so new book covers and blurbs to view, samples to read and reader reviews to consider every year.

No single reader can process this huge amount of information. The result is self-pub gridlock.

Amazon and many other web-based businesses have implemented an aggregate reader rating system to address this volume problem and to aid those seeking new books (or music, or auto parts, etc.) in ranking the quality of the product. For instance, Amazon has its "Star Rating" for each product it sells.

For many products, customer ratings are useful tools. If lawn mower 'A' gets Five Stars from its prior purchasers and lawn mower 'B' gets only Two Stars, the rational buyer will strongly prefer mower 'A' in making her purchase. Unfortunately, this sort of customer ranking/rating system, while inexpensive and accessible, is not effective in the case of self- and indie-published books for two main reasons:

1) Most of these publications seldom get enough customer ratings for the ratings to be useful. The mountain of newly pubbed books is too high for the lone product to gain traction. So there aren't enough reviews of many books to be meaningful to the potential buyer.

2) As soon as their books are published, most self- and indie-published authors, if they are smart, will begin "padding" their customer review ratings. Friends, relatives and acquaintances of the author will all weigh in with their Five Star ratings and their glowing reviews. (This "padding" routine seldom happens with lawn mowers.)

Now I'm not saying that this "padding" practice is in any way dishonest -- or even inappropriate. Everyone is entitled to utilize all legal marketing tools to promote their book. And all readers are allowed to express their opinions as to the book's nature. But this rating method is just not unbiased enough to be helpful to book buyers.


If only there could be an unbiased review ranking system to allow book buyers to sift the wheat from the chaff -- wouldn't that be great!

But how could such an unbiased rating system be developed without great expenditure of time and resources? There are so many new books!

If only the customer could be assured that reviewer rankings were not unduly biased by the ratings of the authors' friends and relatives -- if only, buyers could know that the reviewers were truly independent! If only there were a RATING SYSTEM in which the reader's could have confidence!

Herein lies the solution . . . a legitimate, unbiased, informed system to sort through the newly published books for all of us -- readers and authors alike.

Dearest Amazon, the information and resources to construct such a system are ALREADY IN YOUR DATABASES. Here's how you could establish and implement the "AMAZON SELECT INDIE BOOK INDEX."


Every day, hundreds of thousands of Amazon customers read tens of thousands of newly-published books. A large number of those books are self- or indie-published. Many of those same Amazon customers, voluntarily and without remuneration, post their unbiased "customer reviews" on the Amazon website. All Amazon needs to do to create the SELECT INDIE INDEX is to separate the qualified independent reviewers from the biased ones.

I'm sure, Dear Amazon, that your market analysts and computer programmers can come up with something even better than I propose. But my suggestion is that you create your new rating system based upon the ratings of only those Amazon customers who read many books and submit many reviews. This process would negate the "friends and family effect" that plagues self- and indie-pub customer rankings, and would establish a whole new, bona fide, independent system for book rating.

You already know, Dear Amazon, how you could identify these "qualified" or "certified" book raters. But I will explain so all may understand.

Whenever a reader leaves their book review Star Rating on Amazon, any Amazon customer can look at that reviewer's other book reviews to evaluate that particular reviewer's experience and independence. If the book reviewer has only reviewed a single book, well, that reviewer is probably of the "friend and family" sort.

But if the reviewer has previously reviewed scores, or even hundreds, of previous books, that reviewer is a good source for unbiased, independent opinion. Although readers cannot realistically be expected to search through all the reviewers and their read/review histories, Amazon's computers can do it in a heartbeat.

So Dear Amazon, as an author and book buyer, I believe you and I and millions of book buyers could gain access to a wealth of high-quality self- and indie-published books if you would only implement this new rating system to aid us.

We hope you are able to do so soon . . . before Google or B&N beats you to the punch!

Thanks for listening and I hope we can continue to do profitable business together well into the future.


John L. Betcher


  1. Good letter. Hope it finds its way to the top.

  2. Thanks Irene. I appreciate your support. Please RT and pass along. Let's makes some noise so Amazon hears us!

    Best! JOhn

  3. Interesting proposal. Here's a counter-proposal from an indie publisher who uses a process very similar to what you've proposed for how they select what to publish:

  4. Dear cloister27, I believe you and I agree that Amazon has the resources at its disposal to readily come up with a superior ranking system for self- and indie-published books.

    How they do that is not so important to me -- only that they DO IT. I proposed one rough model above. I think your suggestion is certainly another viable approach.

    Thanks for your comment.

    PS My name is "Betcher"

  5. Here's a blogger with a different point of view:

    Just for the record . . . I don't advocate limiting or eliminating the existing customer review system. I think it is good as far as it goes.

    I just want to add another rating system to it, so readers have a chance of finding great self- and Indie-publications among the piles of not-so-great material.

    This additional tool would help level the playing field with the big publishers who already get pre-release coverage for their titles from The New york Times, Kirkus and the L.A. Times, etc.



  6. Some very interesting ideas John. I'm curious if you'll get a response. I'm sure you'll blog it if you do. There's a lot of interest out there for some sort of filter mechanism for self-published works.

  7. Hi Wanda,

    This blogger thinks my idea is a really bad one:

    While I don't agree with some of what that blog says, I think there are some valid concerns expressed.



  8. Maybe do something like they do at There are user reviews, and also, but only for some products, editor reviews. Obviouslythe editors atthe site can't review all products - and I don't know how they pick and choose which ones to review. But ir does provide a professional assessment for at least some products.


  9. Oops,



  10. Steve: I think that's a great idea. Editors may be overwhelmed with the volume, though. That's why I thought maybe just independent volunteer reviewers. But your point is well-taken. Car & Driver does it. Consumer Reports does it. Why not book sites?

    Wanda: Never saw your post show up on the other blog. Don't know why? Pretty good discussion over there now, though.

    Thanks guys,