Vella was launched at the end of May, 2021. It was Amazon's attempt to latch onto the serialized fiction made popular by platforms like Radish.
However, a number of things went wrong from the beginning. Amazon never really promoted the service, especially to the Gen Z consumers who love this stuff. They gamified the system where readers had to buy tokens in order to read scenes or chapters. Customers couldn't read the episodes on their Kindle devices or apps for the first two years Vella existed. And to top off the problems, the token system meant the readers were paying more for a story than they were for a 70-100K word novel.
Is Amazon losing touch with the average consumer? In a single word, yes. The average consumer is no longer Amazon's core customer. AWS, Amazon's computing division, makes far more money than the consumer goods division. The only reason the Amazon store still exists is because there's never enough money for rich men. They must have it all.
That same reasoning means the execs no longer have a real plan as far as books go. They're throwing things at the proverbial wall to see what sticks. "Hey, Radish is making money, so we should do this thing we don't understand, too!"
Um, no, that's not a business plan. That's guessing. It's definitely not a strategy.
For those of you who have Vella episodes you haven't read yet or have tokens you haven't spent yet, you've got until February 2025 to spend, download, and or read your purchases. (Amazon has not announced the specific date, so I'd do it before the 1st.)
After that, let's see what Amazon throws at the wall next.
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