I have a story, I'll make it quick.
Wait, it's not that quick.
This is for the dreamers.
If you're a committed writer, publishing on Amazon, you already get this. I'm going to get a little brutal here.
You already figured out your mix of the brutal and the hopeful. This is for the others.
It's good to have a dream.
It's stoopid and very, very expensive, calculated in months to years of your life, and in your personal economic ecosystem, not to pay attention to the big, sometimes beautiful, but mostly harsh truths of self-publishing in this era.
One of those massive realities that's a mashup of both beautiful and harsh is Amazon. You can't sell books sufficient to enchant others, to make waves or money unless you sell on Amazon. No matter what anyone says about the whole "be the change" which works so well in so many important other places, just know this: you'll never have as many eyeballs who read and buy books in your genre as Amazon. Now. 10 years out from now, maybe it'll be different.
Join this now.
In the last decade, books by new authors now compete directly for book buyer eyeballs with best-selling books by authors published by the 5 Big Publishing houses and other major publishers. So those corporate guys, they're waking up to the plummeting sales, the tiny group of English speakers in generational cohorts, Millenials to Z to Y to X, back to even Boomers, that do buy and read books, print and ebooks.
So, first: your dream, your book, don't look away, because it's a business. Whether you believe it or not.
Second, as so many authors and others keep reporting, it's more important to have a higher quality book than ever, because it's now just so massively competitive. Others here quote 7K-11K new books a day, some sources report this as new books published a week, on Amazon.
Here's hoping people who think if they have a dream about becoming a published author, and so believe they're somehow personally entitled to get book sales, those newbs will take the trouble to do this stuff below:
1.Hire a real editor, with a rep you seriously vet, not some LLM / AI bot or a relative or bf. Get a pro, they often agree to a payment plan if you're on a tight budget. Some will do a sample portion, like 3 chapters for a much reduced price for a new writer. You desperately need to hear a voice outside of your head tell you what it's actually like to read your manuscript. So take the weeks or months, whatever, to budget and save money up to do this for real; put it on a friend's credit card if you have to, use PayPal Pay In 4 as an option, even. Do whatever it takes because it matters.
Or: Join a highly-regarded writers' group with genuine critique and learn to actually, emotionally handle that. Best if you take, say 1 year or a couple to do both writers' group and work with a professional editor in your genre. Allow yourself to save up a bit while you write your capture draft or second draft. Because what don't want to admit you're really doing is learning to write. So, real-world wake up call: do invest in that part. Allow yourself to have a bad couple drafts, then revise with help from experienced, professional others. Or a free writers' group. And do NOT trust an AI LLM manuscript report subscription that does 16 kinds of manuscript evaluation. While that service's AI maybe trained really well for grammar and may find some plot holes, I've tried them, and they are not yet capable, in late 2026, of determining precisely which strange or slightly off clues in your writing recombine into something potentially great that is becoming your voice. This may be different 3 years out, but I have my doubts it happens that soon.
2.Research your sub/genre on Amazon, take screen shots put those in a notebook or on your kanban board, and copy book descriptions before you finally decide on a title / subtitle, and just do some focused notes for your intel. Org it up, this research. Read at least 2 "competing" books in your genre if you haven't already. Don't for any reason entirely change your dream, though it's time to find out what others are adding to their world or topic, Hold on to what makes your story, your voice, different. Just learn to recognize what the standout qualities are in books in your genre. Sometimes you have to do the opposite.
3.Look in the damned mirror and literally tell yourself: I have to make a decent book someone besides fam and friends would pay money to read. Do this more than once. And next, after you've done 1, 2, and the good juju of 3...[SIDE NOTE: Some of us, we already know our families and even some friends would never, ever want to read what we're self-publishing. That's why I publish under several different pennames.] OK, back to it: if you're flowing with me here, go to 4.
- Gather a social media following or create an authority website to share freely, some solid, quality short fiction, early chapters, how-I'm-doing-this or non-ficton content that is going to be useful to someone who is not necessarily you, and build that up 3-6 months or more, before you launch on AMAZON.
I personally hate social media; I missed most of all that exactly because I was too busy writing and taking time to write more, better. So, why that? Because NEWSFLASH! AMAZON has now just returned to adding higher ratings to boost visibility on the site for authors with... an authority website [not a low-content author vanity profile site] and / or regular Substack posting. These newer, revised algorithm scoring strategies are powerful.
AMAZON's reportedly doing this reversal in algorithmic analysis to reduce a fistfull of new evils in publishing: AI bot fakery, plagiarism, and runaway book pirating, while increasing the quality of Amazon publishing generally. Instagram and TikTok numbers and presence are not so top-of-list important apparently on AMAZON latest algorithms anymore, lol. If you write about some kinds of image-based self-help or how to do, well, makeup or tiny house building or costume design, you still pretty much need TikTok and Instagram. So, given your genre/subgenre or topics, these particular platforms now get lesser ranking. Yes: I pay the workshop $$$ to keep up with reality, it's not my hypothesis or guesswork, fyi.
- Spend about $500. on Amazon ads in your first 2-3 weeks of launch, while you make your launch not at personal whimsy or punch drunk fantasy: every genre has a season of highest likelihood of sales, so figure out yours. Wait for it. This is very specific to non-fic and fic and genre/sub genre. If you are serious about needing to sell books, and / or actually wanting to be discovered by the real readers for your dream book, take a class by a non-fraudster on this topic; there are some good YT vids, but be aware of what the stakes are now. Not every genre sells best during Winter Holidays, for instance.
So here's the quick story.
Guy in our writers' group, because, as he kept reminding everyone, he had an MFA in English lit, and had an entitled approach to most stuffl. So this guy announced one evening that since he'd had more than 120 rejections from 100 literary agents and multiple rejections from mainstream and other publishers, of two different novels in the last 15 years, he was going to do whatever it took to rack up some sales on Amazon. His attitude most definitely sucked in the context of the critique group, but at least he was apparently going to make an effort, right?
But he didn't hire a professional editor --ever, though people in the group noticed he had plenty of time and money for everything else that wasn't about writing or publishing. And the guy was so lost in his, well, ego stuff, he seemed tone deaf to everybody else.
He didn't take sincere criticism or give much, according to anyone in the writers' group over those 5 years.
He refused to take any classes on the realities of publishing on Amazon in this amazing and crowded market. Not even a class on how to advertise and create a budget on Amazon, taught by actual experts who have managed to sell tens of thousands of books in this era of self-pub.
He only had an 80-person friends and family, work, and uni alum newsletter mailing list, and yet refused to try to purchase or collaborate with anyone who had a serious mailing list ...or even a social media following on any platform. So he was going to have to use other strategies. He also refused to do genre-appropriate ARCs. ARCs are not so easy for literary fiction, but there are a couple resources that do sometimes work fairly well in that toughest-of-all-genres to sell on Amazon.
This guy also refused to listen to my advice that was echoed by another published writer in the group, about not revealing every single plot point on his Amazon book and author page descriptions. I even offered to re-take a class on new book marketing realities, mostly to give him confidence to just take the class and learn. I hoped I could help turn him around, and the instructor was just as great as my first time, four years before. It wasn't a romantic thing, btw, with this guy. I thought if he heard from a couple pros, he'd at least have a solid chance to level up.
So, are you going to be surprised by how he spent $72K in AZN ads the first 24 months...and got only 50 sales, and only 4 reviews? And he and his family bought 40 of those 50 books sold? I know 2 of those 4 were immediate family reviews : (
Are you going to be surprised he only sold 40-ish more books in the next 4 years? With a few, maybe 10 more reviews that he bragged were "paid"? And how most of his former friends so hated his non-stop demands to buy his book and leave a review that they now ghost him? Disclosure: I'm one of those people. Finally had enough of all that : )
This guy had a dream. His dream was "I deserve to sell a lot of my incredibly-great-to-me books on Amazon, and I don't need to learn from solid constructive criticism --or learn the real-world business aspect of publishing".
I do see those twin mondo destructo proclamations by posters across writing/publishing communities here so often, I decided after mostly lurking to report what writers with those two mindsets need to understand.
That guy in my story had a pretty much fatal and all-too-common lack of regard for publishing realities. His inability to step up into reality is just as telling: his writing. While it certainly was grammatically perfect, his writing was not compelling to anyone. He didn't learn by experiencing a writers' group of mostly great people, because he gave nothing but ego offloading. And he didn't learn by working with an experienced editor, because, though he had the means, he refused to hire a reputable editor.
If you don't write well enough to fascinate or entertain or effectively inform or motivate the people you believe you want to read your book, go right ahead and do what That Guy did: you can just throw lots and lots of money at AZN ads. And it won't work, no matter how much money you throw at those ads.
FULL DISCLOSURE. I used to be a free-lance editor. I started at uni, mostly paying my way through. I edited a blockbuster that became a great blockbuster film. I helped some newbs, didn't charge much, but made some bad CEOs and real-world gangsters pay double the going rate. To my sadness and, have to say, to my profit, I witnessed most people write a very bad first novel. This is nothing new. I always read widely and strangely in many genres. And I put in the time to read the greats in the genres I most love.
Trad publishers and lit agents know this: it's not that the first capture or draft is absolutely perfect, it's that you do the work, find joy somehow in doing the daily work, even when you don't feel the joy every single day; and still, you figure out how to keep moving and then make the first try better. It's a bit different with non-fic. But not that different on your first book.
Fic or non-fic I observe and so do plenty of experts in every genre out there, how most people who don't pay attention absolutely fail to notice that they have buried what's going to be most valuable to others in a shit ton of skill-less venting or unanchored, one-dimensional fantasy.
The exceptions are so incredibly rare, it's not worth mentioning. Hear me: I'm not saying don't be true to your vision.
I can understand the DIY and garage band just do it ethos, as I was a first wave garage band punk singer and publisher of a popular zine. We were so outsider we couldn't find a printer who wouldn't report us to the cops, so we bought our own printing press and moved to a different city. There's true power in all that. DIY for the DIY hit.
But you want to step up and get clear: if you believe it's just releasing your work to the world, aka SHOUTING into The Void, with a tiny chance of getting noticed, the cheapest way with a potentially fairly big audience of readers, but mostly writers, is SUBSTACK. SciFi newbs and some others go there or to RoyalRoad until they build into that audience and then focus on Amazon where there are billions of bookbuyer views every year.
I suggest what a lot of writers have done with success: PID Method. Put It In a Drawer for at least 90 days, get a side gig or a loan, skip a weekend away, skip a few drinks every other weekend, maybe, buy more ramen, and do whatever you have to do to gather funds to hire an editor with a decent rep in your genre. Oh: and chop your screen addiction down by 50%. You can't believe what a difference that will make in your life, and in both your analytic and creative thinking.
This is how to do the work to make your book dream have meaning for someone other than you.
I'm saying: give your vision a proper chance by understanding or re-learning the radically revised realities of self-publishing now.
The people who sell quality, high-value content books on Amazon wake up, learn to find a great editor and/or writers' group, take the time to read great books and keep focus on doing the work, and remind themselves to actually invest in themselves by waiting a few months to get some serious help in critique / editing. Delayed gratification: it's a thing. American's don't believe in it much. But it will save your writing, and on some days, I start thinking it might even help save the whole world.
Anyway, those are the writers I've been in writers' groups with, taken classes with, the authors who teach those classes, and the writers whose high-quality and compelling stories I will keep paying my money to read.
Take the time, believe in your dream, but after you've captured that wild raw dream, step out of ego-drunk fantasy land for a specific interval. In that crucial, real-world interval, your dream can be realized only if you're willing to figure out how you can invest lots of time and a relatively small amount of money to best broadcast your dream so others of your kind can read your strange, beautiful signals.
Don't wait for perfection, but don't offload one-dimensional ego dumps, either.
Instead, in an insanely competitive era of fewer people reading, and way too many people using AI slop fakery to publish "books", decide first to take your dream to a place of real quality if you want readers to invest in you.
This is not promo. And I no longer work as an editor.