One powerful tool during your book's release week (or at any point in a book's life cycle) is Amazon's AMS paid ads.
There are two types: Sponsored Products and Product Display Ads.
You can start to build an Amazon AMS ad by logging in at kdp.amazon.com, then follow the below steps:
Click the three dots, then ‘Promote and Advertise’
Click ‘Create an Ad Campaign’
Once inside the ad creation, this walkthrough video will show you how to:
Want to explore the second kind of AMS ad? I have another video which details Sponsored AMS Ads. Watch it immediately, when you join my How to Market Your Novel course.