For indie authors, the allure of being labeled a “best-seller” is undeniable. It’s a badge of honor that carries prestige, credibility, and the promise of increased sales. Another facet is that best-seller lists are notoriously opaque about how authors end up there.
The criteria used by major lists remain somewhat mysterious, with a mix of curated selections and algorithmic calculations. This lack of transparency has led to speculation about how much influence traditional publishers and bookstore relationships have in determining which books make the cut.
But what does it really mean to be a best-seller? Is there a magic number of copies sold? Does it matter what retailer you sell them through? And is making it onto lists like the New York Times and the Wall Street Journal the ultimate marker of success? Let’s break down how best-seller lists work, why they matter, and—most importantly—how indie authors absolutely have a real shot at reaching this milestone. It’s more attainable (and impactful) than you might think!
Why Best-Seller Lists Are Valuable
Being labeled a best-seller can open doors, from increased visibility to media coverage and invitations to events. It’s a marker of credibility that can resonate with readers, booksellers, and industry professionals. However, not all best-seller statuses are created equal:
- NYT and Other Major Lists: These lists carry cultural cachet and can lead to significant exposure, but they’re not always attainable for indie authors due to their opaque methodologies and reliance on traditional publishing.
- Amazon Best-Seller Lists: These are more accessible and directly tied to sales performance. For indie authors, an Amazon best-seller badge in a specific genre often translates directly to increased sales, more reviews, and higher rankings in search results.
A Brief History of Best-Seller Lists
The concept of best-seller lists dates back to the early 20th century. The New York Times began publishing its Best-Seller list in 1931, which has since become one of the most recognized book rankings in the industry. Over time, other publications introduced their own lists, each with unique methodologies and areas of focus.
The Wall Street Journal’s list is particularly influential among business authors, while USA Today’s list offers a broad perspective across genres. Additionally, niche lists like those in Shelf Awareness cater specifically to indie authors, and there used to be a romance-specific best-seller list, reflecting the diversity of book markets today.
How Best-Seller Lists Work
Best-seller lists vary widely in how they determine rankings. Here are some key factors to understand:
- Sales Data and Reporting: Different lists compile their rankings from various sources. For example, the NYT gathers data from a select group of bookstores and retailers across the U.S., while Amazon’s best-seller lists are determined hourly based on sales data from their platform. The Wall Street Journal uses NPD BookScan, which tracks sales across multiple retail channels.
- Timing Matters: A concentrated spike in sales during a specific period can dramatically impact your chances of making a list. However, consistent, long-term sales often matter less.
- Curated Categories: Editorial teams at traditional publications often have discretion over which books are included. While this can help filter out books that game the system, it can also mean that indie or genre fiction books may face barriers to entry.
- Diverse Formats: Certain lists account for combined print, digital, and audio sales, while others focus on one format exclusively. For example, the NYT has separate lists for hardcover, paperback, and e-books, whereas Amazon combines formats within its category rankings.
By comparison, Amazon’s best-seller lists are straightforward: rankings are determined hourly based on real-time sales data. This transparency and frequency of updates make Amazon’s lists an excellent benchmark for indie authors.
The Indie Author’s Path to Best-Seller Status
So, you’re an indie author trying to succeed—should the NYT be your ultimate goal? While the prestige is undeniable, achieving this can be challenging due to the list’s opaque criteria and emphasis on traditional publishing channels. However, focusing on becoming a best-seller within a specific Amazon category, or targeting lists like USA Today’s Best-selling Booklist or IndieReader Best-Sellers on Shelf Awareness, can be equally impactful for your career.
- Sales Are Sales: Readers don’t necessarily differentiate between an NYT best-seller and an Amazon best-seller when deciding to buy your book. What matters most is visibility and the quality of your work.
- Targeted Reach: Achieving best-seller status in your Amazon category means you’ve successfully reached your niche audience. These are the readers most likely to buy your book, leave positive reviews, and become loyal fans.
- Accessibility: Unlike the NYT, Amazon’s system allows indie authors to compete on a level playing field. With strategic marketing, even a new author can rise to the top of their genre category.
How Freebooksy and Promo Stacks Can Help
Achieving best-seller status in your Amazon genre category is within reach, and tools like Freebooksy can help you get there. Freebooksy promotes your book to a highly targeted audience of readers who are eager to discover new authors.
Additionally, utilizing promotional stacks—such as Bargain Booksy, Red Feather Romance, and other free promo services—can amplify your reach, ensuring your book gains the visibility it deserves. These services help create the kind of concentrated sales spike needed to climb the Amazon charts and earn that coveted best-seller badge.
Leveraging Your Best-Seller Status
So what do you do once you’ve achieved best-seller status? Here’s how you can leverage this accomplishment to further your career:
- Update Your Book’s Cover and Description: Include the best-seller badge on your book cover and mention your achievement in the description to boost credibility.
- Use in Marketing: Promote your best-seller status on your website, social media, email newsletters, and author bio.
- Pitch to Media and Events: Being a best-seller can help secure interviews, speaking engagements, and collaborations.
- Plan Your Next Launch: A best-seller title can provide momentum for your future books, making it easier to market and sell them.
By strategically leveraging your best-seller status, you can maximize the benefits and set yourself up for long-term success.
Final Thoughts
The dream of becoming a best-seller doesn’t have to hinge on landing a spot on a traditional list like the NYT. For indie authors, success is about reaching your readers, growing your fanbase, and achieving measurable sales milestones. By focusing on your niche and utilizing platforms like Amazon and Freebooksy, you can proudly wear the best-seller badge and enjoy its benefits. So, aim high, but remember: the path to success is as diverse as the stories you tell.