Another Amazon placement opportunity is Single New Product e-mails, or SNPs. Amazon sends e-mails announcing your newly published title to customers who've purchased similar books or titles by certain authors.
Using a list of ISBNs suggested by the publisher, Amazon creates a pool of recipients who receive an e-mail highlighting your book, with links to buy it from the site. Amazon targets 5,000 to 10,000 recipients per mailing.
SNPs provide a unique marketing opportunity to publishers who don't have a large e-mail list of prospective book buyers they can advertise to. By contrast, most companies that offer e-mail lists for rental are used by spammers, and using their lists might result in more complaints than book sales.
The cost for small vendors with less than $1 million in annual sales on Amazon is $1,500 per title per SNP mailing. Titles are eligible for SNPs only during the 90 days following their publication date. To schedule SNPs, publishers must complete an SNP nomination form a few months before the publication date and commit to a certain month for the promotion.