How Many Books Do Authors Really Sell?

Welcome to Five On Fridays, my monthly straight-no-chaser newsletter where I help demystify the publishing industry for new writers and early-career authors. Let’s jump right in.

We’re talking numbers this week. Sales numbers to be exact. In my consultations with writers, I often get asked how many books an author can expect to sell depending on their path to publication. The answer is, it depends. If you’re traditionally published and have a great marketing and PR team behind you, the publisher invested heavily in your advance, and you manage to get picked up by a celebrity book club or TikToker, your numbers will likely be off the charts. But that’s not the reality for most of us, not even for most traditionally published authors.

So, what are the real numbers? I’ve shared them below, along with a few sources. In future posts, I’ll dig deeper into each publishing route and explore some of the reasons why these numbers look the way they do, and why they aren’t inevitable.

Self-Published Books

Many self-published books sell fewer than 100 copies over their lifetime, with a significant portion earning under $1,000 annually. On average, surveys suggest that a self-published title sells around 250 copies over its entire lifetime. Broader industry data shows that when combining print and digital formats across all books (self-published and traditional), the average new title sells well under 1,000 copies in its lifetime, with print averaging fewer than 300 copies.

Traditionally Published Books

For authors working with traditional publishers, average lifetime sales are around 3,000 copies. Another analysis shows that while the overall average is around 3,000 copies, only about 250 copies are typically sold in the first year.

Indie/Small Press Books

Smaller presses often face an even steeper challenge. A typical book from a small press might sell 150 copies in its first year and then around 15 copies per year thereafter. Many small presses print between 1,000 and 3,000 first-run copies, but long-term sales are often much lower.

What this means for you

Understanding the realities of book sales puts you in a stronger position to think strategically about your writing career. It allows you to focus on the steps that will help you rise above the average, no matter which publishing path you choose. But more importantly, it should serve as a reminder that sales numbers don’t define your value as a writer; your writing, your commitment to studying craft and sharing your stories with readers seeking them, are what will make you valuable as a writer.

Sources

• https://wordsrated.com/self-published-book-sales-statistics/

• https://clereviewofbooks.com/art-over-numbers/

• https://alinaa.substack.com/p/how-am-i-doing-selling-books-compared

• https://jerichowriters.com/average-book-sales-figures/

• https://ideas.bkconnection.com/10-awful-truths-about-publishing

That wraps up this issue of Five On Fridays. Thank you for subscribing and reading. If you found this newsletter helpful, please share it on social media and forward it to your writer friends. Happy writing!

-Grace