Kindle Vella is Amazon’s newest subscription e-reading program. Several of you have asked me via email if I plan to write new stories for it.
I might start with the basic question: What the heck is Vella? Vella is a serial fiction platform. The best analogy I can think of for US readers is Wattpad, which seems to be mostly oriented toward teenage girls (given the prevalence of YA romance stories there). Online serial fiction is not especially popular among adult readers in the United States (yet), though it is popular with adult readers in Asia, especially those in China.
At least one major Chinese web novel publisher is now actively targeting the US market. Wattpad, moreover, has become a major online publisher within the YA romance niche.
I suspect that Vella is Amazon’s way of trying to eat the lunch of Wattpad and the Chinese web novel publishers. The creation of a paid platform for web fiction has some complicated aspects, of course; but it would be easy enough for Amazon.
You can’t read stories on Kindle Vella just yet. Kindle Vella has yet to be unveiled to readers, though Amazon is encouraging publishers to create content for it in advance of the launch.
Michael Kozlowski of Good E-Reader has done a detailed write-up of the fine print. There are some positive points: Vella will allow readers to get the first few chapters free, and the “pay as you go” system should discourage many of the scams that have plagued Kindle Unlimited.
On the downside, Vella content must be exclusive not just to Amazon, but to the Vella program itself. If a writer wants to republish a serialized story as a complete book, she will have to take it out of Vella.
Then there is the question (which Kozlowski raises) of whether or not Vella is likely to be a hit with readers. As Kozlowski notes, Amazon’s 2012 Kindle Serials program languished in obscurity and was eventually discontinued. But that was almost a decade ago. That’s a long, long time in publishing.
I have mixed feelings about all this. My writing dream was born in the 1980s, when “writing” meant writing a book that would (hopefully) find its way to a shelf at Waldenbooks. Nowadays, most of my readers get my books on Amazon Kindle (though I do sell quite a few paperbacks some months).
I’m not opposed to the idea of digital serials, but I’m going to take a wait-and-see approach to Kindle Vella. I want to see how Amazon rolls it out and promotes it first.
I have also flirted with the idea of serializing a few long-form stories here on my site. Don’t get me wrong: I love Amazon, as a reader, writer, and general consumer. (I just ordered some vitamins for my dad from Amazon.) But I don’t want all of my content to be exclusive to one company and one website. That would be a bad business strategy. And exclusivity tends to be the first rule of play with all of these Amazon programs.