® E-Book Market Research Kindle Market Analysis By Search Words MYSTERY, THRILLER, SUSPENSE, CRIME MARKET REPORT November 2019 Based on 2018's Actual Christmas Sales Data © by K-lytics.com and Newton Production UG ® Report Objective ■ Assess the Kindle market for: Christmas Mysteries ■ Create a "Virtual Bestseller List" for the target keywords based on true Amazon Sales Rank, not display sequence ■ Provide an estimate of the market size and "drop-off": — #1 Bestseller, Top 20, Top 100, Top 500, etc. — Copies sold per day and estimated monthly royalties ■ Develop a comprehensive market profile including: — Kindle category usage and performance — Price levels, page length distribution, short reads share — Typical cover art, top authors and top publishers in the segment — Kindle Unlimited vs. Non-KU and Series vs. Standalone ■ Identify the best keywords for titles and descriptions ■ Provide a Top 100 title database with all key book data points including book descriptions for further research and reference © by K-lytics.com and Newton Production UG ebook market intelligence for success 2 of 83 Context: MTS is a top-selling genre on Kindle Average Amazon Kindle Sales Rank of Top 100 Titles in Category © by K-lytics.com and Newton Production UG ebook market intelligence for success 3 of 83 Holiday Fiction shows a strong seasonal performance around Christmas Average Amazon Kindle Sales Rank of Top 20 Titles in Category Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec 01 2014 2015 2016 2017 2018 2019 1,000 2,000 3,000 4,000 5,000 Literature & Fiction-Genre Fiction-Holidays Trend 6,000 © by K-lytics.com and Newton Production UG ebook market intelligence for success 4 of 83 Literature & Fiction-Genre Fiction-Holidays is a high-performing but cyclical bestseller list that has moved from "Hot Niches" into the "Hot Mainstream" K-LYTICS STRATEGY MAP TIMELINE Competitive Bestsellers 10 Literature & Fiction-Genre Fiction-Holidays December Hot Mainstream July Hot Niches 100 Dec 2015 Dec 2018 Dec 2016 Hot Cells Dec 2017 1,000 Jul 2017 2,000 Jul 2019 Jul 2015 5,000 Jul 2016 Jul 2018 10,000 Amazon Sales Rank* Amazon 20,000 50,000 100,000 Beaten Track Average Average Slow Cells Mainstream 200,000 and Niches Non-sellers 1,000,000 10 100 1,000 2,000 5,000 10,000 20,000 100,000 350,000 Competition (No. of Titles) * Based on top 20 titles in each category monitored over several days © by K-lytics.com and Newton Production UG ebook market intelligence for success 5 of 83 The Genre Fiction category for the Holidays is on track for its next peak Average Amazon Kindle Sales Rank of Top 20 Titles in Category May Jul Sep Nov Jan Mar May Jul Sep Nov 2018 2019 10 500 1,000 1,500 2,000 2,500 3,000 3,500 Literature & Fiction-Genre Fiction-Holidays Trend 4,000 © by K-lytics.com and Newton Production UG ebook market intelligence for success 6 of 83 Search interest on Google for "Christmas Mysteries" is seasonal but with fairly high peaks compared to generic MTS searches Google Search Volume By Search Term (Index: Maximum = 100) Christmas Mysteries: (Worldwide) Mystery books: (Worldwide) 100 80 60 40 20 0 Nov 2009 Nov 2010 Nov 2011 Nov 2012 Nov 2013 Nov 2014 Nov 2015 Nov 2016 Nov 2017 Nov 2018 Nov 2019 Source: Google Trends © by K-lytics.com and Newton Production UG ebook market intelligence for success 7 of 83 Scope: Approx. 6,900 search results narrowed down to 1,375 items ■ Paid books only One 'virtual bestseller list' from keyword-based and besteller list searches ■ Filter for book title and/or description: INCLUDE KEYWORDS on the Amazon.com Kindle Store Christmas, etc Mystery related words Keyword/Bestseller List Search Results: Data Validation: INCLUDE CATEGORIES = Project "Christmas Mysteries" 4,429 ►►► Focus on database Virtual 6,892 Top to each Apply filters Bestseller List ►►►►► 4,432 ►►►►► 1,375 Eliminate "Christmas" withing MTS categories Search Books 2,463 ►►► duplicates Books Results ■ Exclude when title and/or description contains EXCLUDE KEYWORDS EXCLUDE CATEGORIES Romance, romantic, etc. Children's Books, Nonfiction ■ Sort by Amazon Sales Rank loverather than search display rank © by K-lytics.com and Newton Production UG ebook market intelligence for success 8 of 83 Kindle Market Analysis by Keyword - Database Market: Christmas Mysteries # of books # share of total Number search results overall: 6,892 156% Thereof top results captured (displayed by Amazon, duplicates removed, data validated) 4,432 100% Books matching keyword criteria in title and/or description: 1,459 33% Books on free promo: 226 5% Books for detailed analysis (custom market definition): 1,375 31% i.e. Paid AND book title and/or description contain the target keywords © by K-lytics.com and Newton Production UG ebook market intelligence for success 9 of 83 Market Performance - Overview and Rank Drop-off Market: Christmas Mysteries Relative Rank in List out of 1375 Books #1 Overall Amazon Sales Rank (Paid) 9 #20 Sold copies per day (Estimate) 1,825 4,460 29 #100 32,319 4 #500 350,710 0.2 A major market highly concentrated in the top-end #1000 with a clear drop-off towards 1,965,960 rank #100 0.0 © by K-lytics.com and Newton Production UG ebook market intelligence for success 10 of 83 Market Size and Financials - Detailed View Market: Christmas Mysteries Relative Sales Absolute Amazon Best Sellers Estimated Estimated Author Royalties* Position of Number Rank (Kindle Paid) Sold Copies Per Day Per Month in USD Books with the of Books Target Keyword Best Average Worst Best Average Worst Best Average Worst Top 1-20 20 9 1,971 4,460 1,825 190 29 $38,142 $7,967 $441 Top 21-100 80 5,044 17,730 32,319 26 10 4 $3,469 $750 $39 Top 101-500 400 33,242 152,117 350,710 4 1 0.2 $743 $92 $2 Rest 875 351,017 2,123,520 5,174,887 0.2 0.1 0.0 $51 $5 $0.1 Total 1,375 Market Total: 5,064 All books sum: $260,192 copies per day royalties Christmas month excl. borrows * Assumes applying the sales rank of the observation period to the whole month © by K-lytics.com and Newton Production UG ebook market intelligence for success 11 of 83 Kindle Market Analysis by Keyword - Pricing Profile Market: Christmas Mysteries Share of Occurrences Share of Royalties Price Point Top 20 Best Sellers All Analyzed Books All Analyzed Books $0.99 10% 22% 2% Lower share $1.99 30% 6% 20% Highest of .99 books Most yielding $2.99 0% 20% 4% compared frequent price point. $3.99 20% to the prior 9% price point 18% $4.99 10% year. 6% like last 12% $5.99 0% 3% year. 1% $6.99 0% 2% 1% $7.99 0% 5% 4% $8.99 0% 1% 1% $9.99 0% 3% 4% $10.99 0% 0% 1% $11.99 0% 1% 2% $12.99 0% 1% 1% Other (in between or above) 30% 23% 0% Total 100% 100% 69% © by K-lytics.com and Newton Production UG ebook market intelligence for success 12 of 83 Kindle Market Analysis by Keyword - KU vs. Non-KU Market: Christmas Mysteries Share of Occurrences Share of Royalties Enrollment Top 20 Best Sellers All Analyzed Books All Analyzed Books KU 40% 35% 31% Non-KU 60% 65% 69% Total 100% 100% 100% © by K-lytics.com and Newton Production UG ebook market intelligence for success 13 of 83 Kindle Market Analysis by Keyword - Short Read Share Market: Christmas Mysteries Relative Sales Number Share of Short Reads Position of Book of Books (Books with 100 pages or less) Top 1-20 20 15% Top 21-100 80 21% Top 101-500 400 18% Rest 875 37% Total 1,375 30% Same share as last year © by K-lytics.com and Newton Production UG ebook market intelligence for success 14 of 83 E-Book Genre Analysis | Page Length Distribution of Top 100 Titles Market: Christmas Mysteries Amazon Kindle "Estimated Print Length" Average Minimum Excluding the top/bottom Maximum 10% extreme values 20 188 322 Percentage of Books Percentage Book Page Length (from, to] © by K-lytics.com and Newton Production UG ebook market intelligence for success 15 of 83 Kindle Category Usage in Target Market Market: Christmas Mysteries Kindle Categories Usage of Top 100 Bestselling Books for the Keyword Category Number of Books Using The Category Path - Sorted by Frequence of Usage Level Category Path (Depth) Most frequent like last year. Mystery, Thriller & Suspense > Mystery > Cozy > Culinary 4 23 Mystery, Thriller & Suspense > Mystery > Cozy > Animals 4 17 Mystery, Thriller & Suspense > Mystery > Amateur Sleuth 3 15 Mystery, Thriller & Suspense > Mystery > Cozy > Crafts & Hobbies 4 12 Mystery, Thriller & Suspense > Mystery > Traditional Detectives 3 12 Mystery, Thriller & Suspense > Mystery > Cozy 3 12 Literature & Fiction > Religious & Inspirational Fiction > Christian > Mystery & Suspense 4 8 Literature & Fiction > Genre Fiction > Holidays 3 7 Mystery, Thriller & Suspense > Mystery > Historical 3 7 Literature & Fiction > Women's Fiction > Mystery, Thriller & Suspense > Women Sleuths 4 6 Literature & Fiction > Contemporary Fiction > Christian 3 3 Literature & Fiction > Genre Fiction > Anthologies 3 2 Literature & Fiction > Humor & Satire > General Humor 3 2 Mystery, Thriller & Suspense > Mystery > Private Investigators 3 2 Literature & Fiction > Women's Fiction > Christian 3 2 Literature & Fiction > Humor & Satire > American 3 2 Literature & Fiction > Historical Fiction > Short Stories 3 2 Mystery, Thriller & Suspense > Mystery > Series 3 1 Mystery, Thriller & Suspense > Thrillers > Technothrillers 3 1 Literature & Fiction > Women's Fiction > Mystery, Thriller & Suspense > Detective 4 1 Humor & Entertainment > Humor > Men, Women & Relationships 3 1 Literature & Fiction > Genre Fiction > War 3 1 Mystery, Thriller & Suspense > Thrillers > Terrorism 3 1 Literature & Fiction > Religious & Inspirational Fiction > Christian > Historical 4 1 etc.