The reason people have problems formatting for Kindle would seem to be because of two very similar "contradictions". But whatever, while we expound on these reasons below, our SOLUTION is to simply offer a service where WE take all the pain away and format it FOR you.
But to briefly explain the contradictions, Kindle uses a form of html but most people write their book in a Word Processor, usually MS Word, SO somewhere in the middle the twain must meet, and therein lies the problem.
Contradiction #1 is that in order for certain Word type styles [eg toc1, toc2, heading1, heading2, normal etc] to automatically render to Kindle, one must first have a good understanding of USING styles in Word [and most people don't, because they use Word as a glorified WYSIWYG typewriter], but then one must FORGET 90% of the styles because Kindle does not render them.
Contradiction #2 is that in order to "tidy up" an html file which has been "converted" by whatever process from Word etc, one must first have a good understanding of html, but similarly one must then FORGET 90% of html [eg tables, CSS, frames etc] as Kindle does not use them.
Sounds totally moronic? Well, in a way, yes, but that is the only way it can work. However, as we say, all of that is OUR "problem", but in fact is not much of a problem as we have 20 years experience in Word and 15 years experience in html and every day we "LEARN more about what we have to UNLEARN". So yes it IS moronic, but please simply leave it there, and be thankful you have found a service that understands these contradictions.
However, complex "guides" for Word to Kindle continue to pour out from those wishing to CONTINUE the confusion [presumably to wait until Newby throws arms into air and says "this is way too hard, just give me an arm and a leg price to do my book"].
SO, we now give you the KISS guide to all this
1. Open Word on your PC or Mac
2. Forget all the WYSIWYG jazz that surrounds you and take yourself back 60 years to the Remington Rand typewriter where all you did was bash the keys.
3. Bash the keys - 'cept you don't need to do a carriage return as Word has all that figured, but you simply press Enter [carriage return] at end of each paragraph. You can press enter twice or more to give blank lines to help you visualize the book but kindle don't take any notice, so just up to you
4. Save book and upload to amazon platform.
So that is the dead set foolproof way to get a perfect [no frills] book first time off, and is what maybe 50% of authors do.
more to come as to frills