et on their running shoes and they need to promote. I've written a slew of articles about what doesn't work and what does (part 2, part 3 part 4, and part 5).
The reality is small press publishers aren't rich and we can only do so much. We need authors to step up and take over the areas where we just don't have the time and resources to promote. It isn't necessarily money (although, we don't object to authors paying for promotions), but it is energy and time.
I recommend Guerrilla Marketing for Writers to all published writers. If you haven't checked this out of the library or bought it, do so now. Seriously. Read it from cover to cover. Yes, the version I have is now antiquated, but it still has good ideas. If authors employed only one quarter of those ideas, their publishers would be very happy.
Most of these things can be done anywhere with a computer and an internet connection. Most require nothing more than effort and time. Some, you actually make money with. (Make money promoting? Why yes!)
So, if your publisher tells you to promote, or you aren't happy with your Amazon rank, read my articles and follow the instructions. It's easy, really. And it's your career as a writer.