I self published on Smashwords once before, but took it no further. I recently (as you noticed) did my first self published work on amazon. It’s been… difficult. Reason number one, I am out of state and have been since it went live. While I am not completely disconnected from the world, I am disconnected enough that my husband has had to send out a number of tweets (that I composed) for me.
Mostly it’s a struggle because I am just so nervous about it. I am also nervous about finding a balance between getting the word out, without spamming people. The first time I self published I simply did not put enough effort into it for it to ever succeed. I let my fear of failure prevent me from even attempting to give it a chance. This time I still have the fear, but I have a great fear of not trying. Yet I am worried about crossing the line and annoying people more than getting word out.
It is… it’s difficult. And a different kind of difficult than just writing/editing.