The Truth About Bestseller Lists

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

In publishing, when you hear “The List,” one thing usually comes to mind: The New York Times Best Seller list. Despite some ongoing controversy (more on that in a future post), it’s still considered the gold standard for identifying which books are selling best in the U.S. But the NYT list is not the only list out there, and it (or any other list for that matter) is definitely not the only way to measure a book’s success. So today, I’m clearing up a few myths and misconceptions about bestseller lists and what they actually measure.

Sales Numbers Aren’t Always the Deciding Factor

Even though “bestseller” suggests high sales, not all lists are based purely on units sold. The New York Times list, in particular, is shrouded in secrecy. What we do know is that it only tracks titles it has chosen to follow: it's a curated, editorially selected list. Publishers often lobby to get their books on the radar of those who decide the list. So, it's not always about sales volume; it’s about visibility and access.

Different Lists Use Different Criteria

The NYT list pulls weighted sales data from independent bookstores, wholesalers, and other outlets then adds their own editorial judgment. Amazon’s rankings, by contrast, are based entirely on real-time sales through Amazon alone. USA Today takes a broader approach, compiling numbers from chains, indies, big-box stores, and online retailers. So while these are all bestseller lists, each list tells a different story.

Self-Published Titles Rarely Make the Lists Outside of Amazon

Because these lists are largely about scale and visibility, self-published titles rarely make them. In 2017, self-published author Mark Dawson revealed he had outsold many NYT bestsellers but had never appeared on the list. (Although he changed that, at least temporarily, in 2020 when he bulk bought copies of his own book to give him a boost up the charts.) Outside of bulk buying, it's still rare but not impossible to hit the lists. In 2012 due to word of mouth and a bit of good fortune, Colleen Hoover’s Slammed hit #8 on the NYT list, edging out big names like James Patterson and Karin Slaughter.

Preorders and First-Week Sales Matter

Both USA Today and NYT rely heavily on first-week sales. Preorders count toward that first week, so a strong preorder campaign can be a game changer. After launch, it’s harder to build momentum unless a title goes viral or gets picked up by a major book club. First-week success also impacts how books are featured by retailers, and strong first-week sales can trigger Amazon algorithms or even BookTok trends.

But You Don’t Need to Hit a List to Succeed

Bestseller status is great for bragging rights and bonuses (yes, there are bestseller bonuses), but it’s not the only path to a long, successful book life. Some of the most beloved and best-selling books didn’t debut on any list. Where the Crawdads Sing, The Shack, and The Alchemist all started with modest sales and went on to sell millions thanks to word of mouth, critical acclaim, and loyal readers. Lists are snapshots in time, not guarantees of success or failure, and as with anything publishing related, it’s best to remember that this is a marathon not a sprint.

Bonus: A Note About Future Posts and an Exciting Launch

In a future newsletter, I’ll share details on how the editing collective that helped launch my freelance career nearly shut down and how I (in my copious free time… cue sarcasm) stepped in along with several alumni to relaunch it. The result is Tessera Creatives, an online membership directory that connects authors and publishers with skilled, culturally competent freelance creatives who provide services for the publishing industry. Coordinating this has been a lot of work, but with rising book bans and voices being silenced, I couldn’t think of a worse time to allow that platform to be silenced too. 

The official launch is coming at the end of this month, and between that and client projects, I’m running out of bandwidth. So, until further notice, I’m shifting this newsletter to a biweekly schedule which will give me a little breathing room—and give you a break from my inbox ramblings. :-)

See you in two weeks!

Until then, please take a peek at Tessera Creatives and share the site with your writer and freelance friends. 

That wraps up this week’s 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