BookSurge, Amazon’s print-on-demand subsidiary, is making an offer that most publishers would like to refuse, but don’t feel they can. According to talks with several pod houses, BookSurge has told them that unless their titles are printed by BookSurge, the buy buttons on Amazon for their titles will be disabled. A detailed explanation of her how the new program was explained to her is provided by BookLocker.com co-owner Angela Hoy on her writersweekly.com blog.
Over the last year, BookSurge has been trying to cut into the market share of pod leader Lightning Source and is using the selling clout of Amazon to generate more business. “I feel like the flea between two giant elephants,” said the head of one pod publisher about the upcoming battle between Lightning Source and BookSurge/Amazon. He said although the deal with BookSurge will be more expensive, he has no choice but to make the move since most of his authors expect their titles to be for sale on Amazon. He added that his company will also continue to use Lightning Source for printing as well. Amazon's BookSurge mandate extends to traditional publishers as well as to online pod houses.
An Amazon spokesperson explained that the new policy will allow the company to "marry" books with other products that a customer might buy at Amazon, which would be combined in the same package. She said for publishers that don't use BookSurge for pod, they can still use Amazon's Advantage Program (which works on a consignment model) or third party vendors to sell their pod books.