I'm looking at his publisher's page and they seem to have mostly a marketing plan to just promote online. Which is not a terribly well-rounded plan, I'm thinking.
Be that as it may, I'd suggest him contacting Amazon directly and seeing what they will do (if anything). He should find out from his publisher whether Amazon has an exclusive. If they don't, then the book could be listed at http://www.barnesandnoble.com/
He should also Google book review blogs and possibly sci-fi and fantasy blogs and see if he can get his work reviewed by others who have followings.