The Truth About Bestseller Lists: What They Really Mean and How to Get There

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

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? And how do books get there? 

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

1. 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—many readers assume it must be one of the best books out there. 

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 of their sales come from Amazon. 

  
  

Even though they sold the same number of books, Author A has a much 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. These include: 

• Independent bookstores (small, locally owned shops) 

• Major chains like Barnes & Noble 

• Select online stores (but not all Amazon sales count!) 

• Bulk orders (but only if they come from multiple sources, not one company buying thousands of copies at once) 

  
  

Sales from Amazon, Walmart, and self-published platforms often don’t weigh as heavily in the NYT’s rankings, even if they make up the majority 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—meaning the staff at The New York Times decides which books make it based on their own selection 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. 

  
  

Does This Mean the NYT List Is Unfair? 

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

But it does mean that self-published and indie authors face a tougher challenge in getting on this list. Since most indie sales happen on Amazon or through digital platforms, these numbers don’t always count the way authors expect. 

What Can Authors Do to Improve Their Chances? 

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

1. Get their book into physical bookstores – This means working with distributors that supply to major chains and indie bookstores. 

2. Sell widely, not just on Amazon – Encouraging readers to buy from multiple sources increases visibility. 

3. Build preorders – Many bestseller lists count all preorders as first-week sales, which gives books a big boost. 

4. Work with traditional publishers – Most books on the NYT list come from major publishing houses, which already have strong distribution networks. 

   
   

The New York Times Bestseller List is prestigious, but it doesn’t always reflect the highest-selling or most-loved books. True success comes from loyal readers, steady sales, and stories that resonate beyond a single ranking. 

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

Unlike the New York Times Bestseller List, which tracks weekly sales across select bookstores, the Amazon Bestseller List updates frequently based on book sales in different categories. This dynamic ranking system gives indie and self-published authors a real opportunity to achieve bestseller status—and leverage it for long-term success. 

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 a badge of honor—it’s a powerful marketing tool that can create momentum for your book. Here’s why: 

✔️ Increased Visibility – Readers actively browsing your category are more likely to notice and purchase books ranked as #1. 

✔️ Social Proof – A “#1 Bestseller” badge encourages readers to see your book as a trusted, must-read title. 

✔️ Boost in Sales – Bestseller status can drive more purchases, leading to organic growth as more people discover and recommend your book. 

Maximizing Your Bestseller Strategy 

While hitting #1 on Amazon is an incredible milestone, the real key is using it to fuel long-term book sales. Here’s how: 

1.  Choosing the Right Categories – A book in a highly competitive category like “General Nonfiction” might need thousands of sales to rank, while a niche category like “Dog Training” may require far fewer. Choosing strategic categories increases your chances of hitting #1. 

2.  Leveraging Preorders and Launch-Day Sales – A well-executed book launch with strong preorder numbers and early sales can give your book the push it needs to climb the ranks. 

3.  Sustaining Momentum with Marketing – Promotions, social media marketing, and well-placed ads can help maintain your book’s visibility and encourage steady sales beyond the launch phase. 

Achieving bestseller status on Amazon, even for just a day, is a powerful milestone that can significantly boost your book’s visibility and long-term sales potential. Readers are far more likely to purchase a book that appears as #1 in their category, making that initial success a crucial step toward sustained growth. At Atticus Publishing, we specialize in helping authors not only reach the bestseller rank but also maintain strong sales through strategic marketing and expert publishing support. Our dedicated team is here to guide you through every stage of the process, ensuring your book gets the attention it deserves and connects with the right audience.   

3. USA Today and Other Lists 

If the New York Times Bestseller List is like an invitation-only club, then the USA Today Bestseller List is more like a scoreboard—purely based on numbers. Unlike the NYT list, which considers where books are sold, USA Today ranks books solely by how many copies are sold across all retailers, no matter where readers buy them. 

How Does the USA Today Bestseller List Work? 

Each week, USA Today tracks total book sales from a wide range of 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 of those sales happen 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. A book might sell thousands of copies and still not make the list. 

• The USA Today List counts every sale equally, no matter where it happens. If enough people buy your book, you get on the list—simple as that. 

  
  

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

What About Other Bestseller Lists? 

Besides USA Today and NYT, there are a few other major bestseller lists: 

1. The Wall Street Journal Bestseller List 

2. Focuses on business, finance, and nonfiction books. 

3. Tracks sales across major retailers, but mostly from brick-and-mortar stores. 

4. If you’re publishing a self-help or business book, this is a great list to aim for. 

5. The Publishers Weekly Bestseller List 

6. Tracks book sales across the publishing industry, including print and digital. 

7. Based on sales data from Nielsen BookScan, a service that monitors real bookstore and online sales. 

8. Often used by bookstores and librarians to decide which books to stock. 

   
   

Why Do These Lists Matter? 

Making a bestseller list gives a book credibility and can boost future sales. But each list works differently, so authors need to understand which one aligns best with their publishing strategy. 

For example: 

• A traditionally published author aiming for mainstream bookstore success might focus on the NYT or Wall Street Journal list. 

• An indie author selling primarily on Amazon might 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’ve ever dreamed of seeing your name on a bestseller list, you might be wondering: How do authors actually get there? 

The truth is, every author’s path is different, but there are a few tried-and-true strategies that can help. Let’s break it down in a way that makes sense, whether you’re a future novelist, a curious reader, or someone who just loves books. 

1. Sell a Lot of Books in a Short Time 

Bestseller lists track sales over a short period, usually a week (except for Amazon, which updates every hour). That means it’s not just about selling a lot of books—it’s about selling them quickly. 

Think of it like a school fundraiser. If you sell 5,000 chocolate bars in one week, you’re more likely to win the top prize than if you sell 20,000 bars over two years. Bestseller lists work the same way. 

For example: 

• Selling 5,000 copies in a single week could land you on the USA Today Bestseller List. 

• Selling 20,000 copies over two years might never put you on any list, even though you sold more books overall. 

  
  

This is why book launches are such a big deal—authors aim to sell as many books as possible in the first few days to boost their rankings. 

2. Choose the Right Category 

Not all book categories are equal. Some are so competitive that you need thousands of sales to rank, while others are less crowded, meaning you can hit #1 with just a few hundred copies. 

Let’s say you wrote a science fiction book: 

• If you publish in "Contemporary Fiction," you might need to sell thousands of copies to hit #1 because it’s a huge category with a lot of competition. 

• If you publish in "Space Opera Science Fiction," you might only need 100 copies in a day to take the top spot. 

  
  

This is especially important for Amazon rankings, where books are placed into specific categories. Smart authors research where their book has the best chance of ranking higher, faster. 

3. Use Preorders to Boost Sales 

One secret trick that many bestselling authors use? Preorders. 

Many lists, including USA Today and The New York Times, count all preorders as first-week sales. This means if you build excitement before launch day, you start with a big advantage. 

Think of it like a concert. If a musician sells 10,000 tickets before the show, their opening night looks like a massive success. The same goes for books—the more preorders you have, the higher your first-week sales, and the better your chances of making a bestseller list. 

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 might not be enough. These lists pay extra attention to physical bookstore sales and books featured in major media. 

That means: 

• Getting your book stocked in Barnes & Noble, independent bookstores, and libraries helps your chances. 

• Being featured in magazines, newspapers, book clubs, or podcasts can give your book extra visibility. 

  
  

Traditional publishers usually handle bookstore distribution, but self-published authors can also pitch their books to indie bookstores and libraries to increase their reach. 

5. Build an Audience and Market Your Book 

Bestselling authors don’t just write great books—they also know how to sell them. 

Some of the best ways to get more people to buy your book include: 

• Social media marketing – Talking about your book on Instagram, TikTok, Twitter, or Facebook. 

• Email lists – Authors with loyal readers pre-sell books through newsletters. 

• Book signings and events – Meeting readers in person helps spread the word. 

• Working with influencers and bloggers – Getting book reviewers or influencers to talk about your book can bring in thousands of new readers. 

  
  

Even big-name authors don’t just rely on their publisher to market their books—they actively connect with their audience and spread the word. 

Is Being a Bestseller the Only Path to Success? 

Nope. Not even close. 

Many self-published authors never hit a traditional bestseller list, yet they make full-time incomes from their books. 

For example: 

• An indie author who sells 1,000 books a month, every month might never make a list—but they could be earning over six figures a year from book sales. 

• A book that sells 50,000 copies in one week might hit a list, but if sales drop to zero after that, the success is short-lived. 

  
  

A bestseller title is exciting, but it’s not the only sign of a successful book. Long-term sales, a loyal fanbase, and a book that readers truly love are just as important—if not more. 

Focus on What Matters Most 

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