Bestseller Lists Exposed: What No One Tells Self-Published Authors

tsummers46
Apr 10, 2025
6 min read

Updated: Jul 16, 2025

When you hear the phrase “bestselling author”, what comes to mind? A famous writer? A book flying off the shelves? A massive, life-changing success?

For many aspiring authors, hitting a bestseller list feels like the ultimate goal. It’s a sign that your book has made it—that readers love it, bookstores are stocking it, and publishers are taking notice. But what does being a bestseller actually mean? How do books get there?

The truth might surprise you. Let’s break it down.

The New York Times Bestseller List: How It Works and Why It’s Tricky

The New York Times Bestseller List (NYT List) is one of the most well-known and respected lists in the publishing world. When a book lands on this list, it carries a certain prestige—readers assume it must be one of the best available.

But here’s the secret: it’s not just about how many books you sell.

How Do Books Get on the NYT Bestseller List?

To understand how this list works, imagine two authors:

Author A sells 5,000 copies of their book in one week. Most of these sales happen in independent bookstores and major retailers like Barnes & Noble.
Author B also sells 5,000 copies, but almost all their sales come from Amazon.

Even though they sold the same number of books, Author A has a better chance of making the NYT Bestseller List.

Why? Because the NYT list doesn’t count all sales equally.

What Sales Matter to the NYT List?

The New York Times tracks book sales from a select group of bookstores and retailers across the U.S., including:

Independent bookstores (small, locally owned shops)
Major chains like Barnes & Noble
Select online stores (but not all Amazon sales count!)
Bulk orders (only if from multiple sources, not one company buying thousands)

Sales from Amazon, Walmart, and self-published platforms often don’t weigh as heavily in the NYT’s rankings, even if they make up most of a book’s sales.

Why Is the NYT List "Curated"?

Unlike the USA Today Bestseller List, which ranks books purely by sales numbers, the NYT list has an editorial process. The staff at The New York Times decides which books make it based on their own criteria.

This means that:

A book can sell thousands of copies and still not make the list if most sales come from sources they don’t track.
Some books might sell fewer copies but still land on the list because they were sold in the right places.
The NYT considers historical trends, genre diversity, and other editorial factors when finalizing the list.

Is the NYT List Unfair?

Not necessarily. The list was designed to highlight books with broad appeal across different markets, rather than just those selling the most copies in one place. It helps promote books that are widely available in brick-and-mortar stores, rather than just online.

However, self-published and indie authors face a tougher challenge getting on this list. Most indie sales happen on Amazon or through digital platforms, and those numbers don’t always count as authors expect.

What Can Authors Do to Improve Their Chances?

If an author wants to make the NYT list, they need to:

Get their book into physical bookstores – Work with distributors that supply major chains and indie bookstores.
Sell widely, not just on Amazon – Encourage readers to buy from multiple sources to increase visibility.
Build preorders – Many bestseller lists count preorders as first-week sales, giving books a significant boost.
Work with traditional publishers – Most books on the NYT list come from major publishing houses with strong distribution networks.

The New York Times Bestseller List is prestigious, but it doesn’t always reflect the most-loved books. True success comes from loyal readers and stories that resonate beyond just rankings.

The Amazon Bestseller List: A Key Milestone for Book Sales Momentum

Unlike the New York Times Bestseller List, the Amazon Bestseller List updates frequently based on book sales in various categories. This dynamic ranking system gives indie and self-published authors a real chance to achieve bestseller status.

How Does the Amazon Bestseller List Work?

Amazon ranks books based on recent sales rather than lifetime sales. This means that a strong push in book purchases within a short time frame can propel your book to the top of its category.

For example:

If you’ve written a book on dog training and sell 50 copies in one day, your book could hit #1 in the “Dog Training” category.

Why This Matters: Beyond the Bragging Rights

Becoming an Amazon Bestseller is more than just bragging rights. Here’s why it’s a powerful marketing tool:

Increased Visibility – Readers browsing your category are more likely to notice and purchase books ranked #1.
Social Proof – A “#1 Bestseller” badge makes your book look like a trusted title.
Boost in Sales – Bestseller status can drive more purchases, leading to organic growth as more people discover your book.

Maximizing Your Bestseller Strategy

While hitting #1 on Amazon is a significant milestone, it’s important to use it to fuel long-term book sales. Here’s how:

Choosing the Right Categories – Books in highly competitive categories might need thousands of sales to rank, while niche categories may require fewer.
Leveraging Preorders and Launch-Day Sales – A well-executed launch with strong preorder numbers can help your book climb the ranks.
Sustaining Momentum with Marketing – Promotions, social media marketing, and ads can help maintain visibility and encourage steady sales beyond the launch phase.

Achieving bestseller status on Amazon, even for a day, can boost your book’s visibility and long-term sales potential.

USA Today and Other Lists

If the NYT Bestseller List is like an exclusive club, the USA Today Bestseller List is more like a scoreboard—based purely on numbers. USA Today ranks books solely by copies sold across all retailers, regardless of where the sales happen.

How Does the USA Today Bestseller List Work?

Each week, USA Today tracks total book sales from various sources, including:

Amazon
Barnes & Noble
Independent bookstores
Big-box stores like Walmart and Target
eBook platforms like Apple Books and Google Play

This means that if an author sells enough copies in one week, they can make the list—even if most sales occur on Amazon.

How is This Different from the NYT List?

Let’s compare:

The NYT Bestseller List considers where books are sold and filters out some online and bulk sales.
The USA Today List counts every sale equally, no matter where it occurs.

This makes USA Today a great goal for indie and self-published authors because they don’t have to worry about bookstore distribution as they do for the NYT list.

What About Other Bestseller Lists?

Besides USA Today and NYT, there are other significant bestseller lists:

The Wall Street Journal Bestseller List – Focuses on business, finance, and nonfiction.
The Publishers Weekly Bestseller List – Tracks sales across the industry, based on data from Nielsen BookScan.

Why Do These Lists Matter?

Making a bestseller list gives a book credibility and can boost future sales. However, each list operates differently, so authors must understand which aligns best with their strategy. For example:

A traditionally published author may focus on the NYT or Wall Street Journal list.
An indie author selling primarily on Amazon may find the USA Today list more achievable.

How Do You Get on a Bestseller List?

So, you’ve written a book—now what? If you dream of seeing your name on a bestseller list, you might wonder: How do authors actually get there?

1. Sell a Lot of Books in a Short Time

Bestseller lists track sales over a short period, usually a week. It’s not just about selling many books; it’s about selling them quickly.

For example:

Selling 5,000 copies in a week could land you on the USA Today Bestseller List.
Selling 20,000 copies over two years might not put you on any list.

2. Choose the Right Category

Not all book categories are created equal. Some require thousands of sales to rank, while others are less crowded. For instance:

In "Contemporary Fiction", selling thousands might be needed to hit #1.
In "Space Opera Science Fiction", you might only need to sell 100 copies to take the top spot.

3. Use Preorders to Boost Sales

A secret trick many bestselling authors use is preorders. Many lists consider preorders as first-week sales. If you build excitement before launch day, you start with an advantage.

4. Get Your Book in Stores and Media

If you want to make the New York Times or USA Today Bestseller List, online sales alone may not suffice. These lists pay extra attention to physical bookstore sales and major media features.

5. Build an Audience and Market Your Book

Bestselling authors don’t just write great books—they also know how to sell them. Here are effective ways to attract readers:

Social media marketing
Email lists
Book signings and events
Collaborating with influencers and bloggers

Even big-name authors actively connect with their audience, promoting their books.

Is Being a Bestseller the Only Path to Success?

No, not at all. Many self-published authors never hit a traditional bestseller list but still earn a full-time income from their books.

Focus on What Matters Most

A bestseller title is exciting but not the only measure of success. Long-term sales, a loyal fanbase, and books that readers love are just as important—if not more.

Talk to Our Publishing Experts Today – Your Bestseller Journey Starts Here!