Amazon on Wednesday announced the launch of its fifth publishing
imprint, Thomas & Mercer, a mystery and thriller
category that joins Amazon's other
imprints, including the newly launched Montlake
Romance, AmazonEncore, AmazonCrossing, and The Domino Project.
Others noted situations where traditional publishing is the only way to go, one being
category romances (where the readers do buy based off the publisher or
imprint) and the other being literary novels (where it's harder to find and connect to readers).